ABOUT

Insight
Global clothing consumption has doubled over the last 15 years.
The apparel industry is facing an over-consumption crisis. A crisis fueled by fast fashion and the burdens it passes on not only to the environment, but to wearers who find themselves trapped in a cycle of buying, wearing once, and discarding into landfills.

Idea
Worn for generations, not seasons.
A simple proposition with great potential for positive change. Levi’s will continue to make products that stand the test of time, and you keep wearing them for as long as possible.

The short film introduces the concept with individual spots featuring one of six young influencers shaping the future of activism and sustainability. These are rapper and co-founder of Just Water Jaden Smith; Manchester United star Marcus Rashford MBE, a dedicated philanthropist and an advocate for underserved youth in Britain; thrifting and upcycling YouTuber Emma Chamberlain; climate activist Xiye Bastida; entrepreneur Melati Wijsen and hip-hop artist Xiuhtezcatl Martinez.

Impact
The tides of change are turning.
Levi’s worked with changemakers from every corner of the world who are taking action on a wide range of different issues. The initiative not only serves as a vehicle for Levi’s message, but also an amplification for theirs.