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Levi's: Buy Better, Wear Longer


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On September 21st, Levi’s is launching the next iteration of its ‘Buy Better, Wear Longer’ campaign which builds on the brand’s long-term commitment to making fashion more sustainable and prolonging the lifespan of its products. Levi’s is on a mission to help consumers love their jeans for decades, not seasons. To support this effort, Levi’s teams up with AKQA to create a cinematic short film from the perspective of a pair of Levi’s that tells a multigenerational story: the film takes us through the life of Levi’s most iconic design, the 501. Transformed through the decades with each owner, adapting to the style of the times, the 501 is just as relevant, and wearable today as it was in the 1960s. The Buy Better, Wear Longer campaign is both a plea and a promise. It’s a plea for consumers to be more intentional about their purchasing decisions and to look for ways to rewear, repurpose, and hold on to their clothes as long as possible, before passing them down to future generations. And it’s a commitment from the brand to continue its work on numerous fronts to be responsible stewards of the natural resources we use, to innovate across its design and manufacturing platforms to become more sustainable, and to move towards more circular products and practices across the board.

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