Levi’s launches the next iteration of its “Buy Better, Wear Longer” campaign, building on the brand’s long-term commitment to making fashion more sustainable.

Prolonging the lifespan of its products has been one of Levi’s vows, ultimately being shared across the fashion industry as more consumers call for sustainable actions from the brands they love.

With a mission to help consumers love their jeans for decades, Levi’s created a cinematic short film from the perspective of a pair of Levi’s that tells a multi-generational story.

The film takes its viewers through the life of the brand’s most iconic design — the 501. Even if it was transformed through the decades and adapted to the times, the 501 is still relevant and wearable today as it was in the 1960s.

Global Chief Marketing Officer Karen Riley-Grant says “The campaign speaks to Levi’s legacy, durability, and appeal to a broad global audience. A pair of Levi’s ages beautifully, engaging generation after generation, with a few tweaks and changes. Timeless and versatile, yet fashionable — no matter the decade. This message is more relevant today than ever before, when we’re all thinking how we can contribute to a more sustainable future.”

A plea and a promise

“Buy Better, Wear Longer” is more than just a campaign. It is a plea for consumers to be more intentional about their purchasing designs. An appeal to be ingenious; to re-wear, repurpose, and hold on to their clothes as long as possible.

For Levi’s, it’s a commitment to continue its work on numerous fronts — to be responsible stewards of the natural resources we use, to innovate across its design to become more sustainable and to move towards a circular practice across the board.

To support its vision, Levi’s invested in materials such as Organic Cotton and Performance Eco Cool with recycled Polyester, reducing water consumption. It also pioneered Water<Less manufacturing in denim and featured in-store tailors to repair and repurpose garments.

Levi’s also works alongside Fashion for Good and the Ellen MacArthur Foundation to aid in shifting the industry to a more circular model.

Continuing the commitment

In response to the global campaign, Levi’s Philippines set up Levi’s Tailor Shops in chosen Levi’s stores across the country. Customers can avail of services such as alterations, embroidery, and customizations such as paneling, stenciling, sewing of patches, studs, and collectible pins.

It’s currently available in the following malls: SM Mall of Asia, Robinsons Place Manila, Ayala Manila Bay, The SM Store in SM Makati, SM Cebu, and Robinsons Place Iloilo. Furthermore, a community synergy event will be launched to gear the local community into the sustainability cause.

On October 25, Levi’s “Buy Better, Wear Longer” event will be held at the Glorietta Palm Drive Activity Center. Denim and fashion enthusiasts can lean into the practice of re-wearing and repurposing their Levi’s pieces.

The interactive event will have its own Levi’s Tailor Shop as a swap booth where attendees can barter their used denim pieces. The event will also house a pop-up shop, photo booth, collab area, and a workshop for experts and key opinion leaders to tackle sustainable fashion.

Uniqlo has just mounted a global campaign called JOIN: THE POWER OF CLOTHING, kicking off in Japan on July 1, 2022.

The apparel company brings a program to raise awareness about ocean pollution. The campaign aims to encourage customers to take part in the company’s sustainability activities through initiatives conducted at Uniqlo stores and at the online store.

Buy and JOIN

The first initiative, dubbed Buy and JOIN, allows customers to support donations with their purchases of products. This includes items that are incorporating recycled material, along with the products dressed in the Doraemon Sustainability Mode motif. Of course, the environmentally-friendly Blue Cycle Jeans are included in the program.

For every purchase, the company will donate up to US$1 million from the profits of campaign sales to the Nippon Foundation, in support of reducing ocean waste.

Learn and JOIN

The second initiative — Learn and JOIN — invites customers to find out more about ocean pollution through special content.

Uniqlo opened a special website where visitors can learn about environmental issues and take action. The site includes messages from Uniqlo Global Brand Ambassadors calling for participation in the campaign. Also, Haruka Ayase, LifeWear Special Ambassador, outlines some of the sustainability focus areas at Uniqlo through a video.

Moreover, there’s also a wide range of special content to learn about ocean-related issues. There’s an interview with a biological oceanographer, Ryota Nakajima, a talk with Ms. Yoko Koga on reducing the use of plastics in everyday life, and an interview with environmental specialist Dr. Keith Alverson.

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