Levi's Says "Buy Better. Wear Longer."

Source: Levi’s

Levi’s as a company and a brand has long been a sustainability champion both in words and actions. The brand is continuing that commitment with a new campaign titled “Buy Better. Wear Longer,” perhaps taking a page out of the Patagonia playbook that is all about buying clothing for life.

Here’s a new video from Levi’s restating their purpose in this space …

“Live in Levi’s.” I love it. It’s not a new commitment or program, but renewed. Which is exactly what a leader needs to do when confronting an industry-wide problem and looking to solve for it. Living in Levi’s means living shared values and buying their clothes for life which is a very powerful message, once again from a leader.

The campaign is also a bit of a dig on the trendy “disposable fashion” movement of late across the industry. Clothes that last for a season and you only wear for a season. Not super sustainable, esp according to Levi’s.

Well done and thank you. Levi’s, your leadership shines throughout.

What’s your experience? JIM

P.S. … Here’s the famous print ad from Patagonia boldly stating “Don’t Buy This Jacket.”