Levi's Buy Better, Wear Longer - Seite 2

We recognize that fashion production and consumption has reached unsustainable levels: between 2005 and 2020, global clothing consumption doubled. We have more items in our wardrobes, but we wear each garment fewer times. And then we are far too quick to toss it out, keeping clothing for almost half as long as we did 15 years ago. That's why we're rallying together to call for "Buy Better, Wear Longer" — with the recognition that we have work to do ourselves.

"You experience the difference when you have jeans that have been through it all with you, or when you go thrifting for second hand jeans. A pair of Levi's holds up better, and holds its value longer. It's both a physical and an emotional durability that we strive to offer consumers by investing in quality and designing for lasting value." — Paul Dillinger, VP Product Innovation.

Our campaign partners share both our passion for this effort and our sense of urgency. Emma Chamberlain is a leading voice among her generation. She's a true fashion lover who prefers thrifting, secondhand and making something old, new again. Longtime brand partner and like-minded thinker, Jaden Smith's interest in water has led him to raise awareness around our planet's limited resources. Marcus Rashford, an English footballer, is a philanthropist and fierce advocate for youth from underserved communities.

"The world we live in encourages us to constantly buy. It puts us in this bad cycle. I'm glad that Levi's is changing that message by making thrifting cool. Some of my favorite pairs are thrifted. And I'm even more happy to see that Levi's is supporting these amazing young voices who are all speaking up for the environment." — Jaden Smith

In addition to these cultural icons, three young activists are putting their words into actions: Melati Wijsen, a 20-year-old Indonesian social entrepreneur, co-founded a non-profit that successfully campaigned to ban plastic bags from Bali in 2019 and is focusing now on empowering youth. Xiye Bastida, born and raised in San Pedro Tultepec, Mexico, a town stricken by both drought and floods, knows first-hand what climate change can bring and is taking to the streets to fight for a more planet-friendly future. Indigenous climate activist and hip-hop artist Xiuhtezcatl has produced tracks like "What the Frack'' and "Speak for the Trees," where he blends music with environmental justice.