Fast fashion and the culture of consumption it perpetuates creates waste and pollution at every stage: from agriculture to production, from transport to retail, from wardrobe to landfill. Levi’s as a leader in the segment was uniquely positioned to instigate change not only within their own brand and business practice, but in the industry at large - and in wider society.

Buy Better. Wear Longer. A fully-integrated global campaign that lays out a blueprint for more conscious fashion consumption. As a brand, Levi’s will do what they’ve done for 150+ years. Create high quality (better) products that stand the test of time. For consumers, we simply ask to keep wearing the Levi’s they love even longer.

Creating products that are of a higher quality (true for Levi’s) and providing countless ways to perpetuate the life of a product (Tailor Shop, Customization, Recycling Programs etc…) results in products that are worn longer. More wear means less replacing means less waste and results in an emotional durability that only Levi’s can deliver on.

The campaign was a fully-integrated global effort, appearing in over 53 countries around the world. The message was activated by 6 key changemakers from 4 different regions across a range of touchpoints from TV broadcast, to social, digital, retail, and more.