Fast fashion is getting dangerous. With the amount of water and resources being used coupled with the number of greenhouse gases being put out into the atmosphere, it’s time for change. And while it’s hard to make the shift and commitment to sustainability, one cult favourite brand is getting us started. Levi’s have launched their Spring campaign “Buy Better, Wear Longer” to raise awareness about the impact of fast fashion.
Follow in the footsteps of your fave celebs as Levi’s have rounded up the most *inspiring* and diverse group of changemakers including YouTuber Emma Chamberlain, singer Jaden Smith, footballer Marcus Rashford and activists Xiye Bastida, Xiuhtezcatl and Melati Wijsen.
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Rounding up the most fitting Gen Z and Millenial role models, Levi’s’ campaign is a testament to their dedication and commitment to creating lasting change for generations and years to come. Many of the changemakers have a long-standing passion for sustainability, philanthropy and activism themselves making them the perfect fit to take Levi’s’ message to a wider audience.
The campaign also highlights Levi’s’ efforts to push for more sustainable production practices as they invest in environment-friendly materials and technology including using cottonized hemp and organic cotton and reducing their water usage in the manufacturing process.
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Levi’s are making their mark by reducing their own carbon footprint with hopes of delivering more eco-friendly apparel. Since the introduction of their Water<Less technology, they’ve managed to save more than four billion litres of water and recycled 10 billion litres of water. If that isn’t proof of how it’s possible to be sustainable *and* on-trend, I don’t know what is.
And best of all, Levi’s is doing God’s work because there’s no gatekeeping happening here! All of these innovations have been open-sourced as they welcome other companies and brands to adopt these practices and make the shift to sustainable fashion.
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So the next time you need to go shopping, head to your nearest Levi’s and shop in peace knowing your purchase was manufactured using sustainable practices and will be with you for years to come. Because when you buy better, you wear longer.
Press play below to check out our Style Guide with this beaut collection…