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Green is the New Black: How Sustainability is the Newest Fashion Trend for Brands like Levi’s


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Levi's launched a worldwide campaign, 'Buy Better, Wear Longer', to raise awareness on the negative impacts of the fashion industry on the enviornment.

When it comes to fashion, it seems like you have to pick between keeping up with the current trends or making sustainable clothing choices, but who says you can’t do both?

The fashion industry is one of the biggest polluting industries in the world. It produces 10 percent of all carbon emissions and is the second-largest consumer of water and pollution in the ocean. With more and more people becoming aware of this issue, many brands have decided to hop on the sustainability train without actually making any meaningful headway. Companies will release one recycled material hoodie and call it a day, while the real test is to see if a brand is doing its part by keeping its carbon footprint down, using non-toxic chemicals in clothing production, and paying its employees a liveable wage.

There are many sustainable clothing brands that deserve our support due to the positive impact they have made in turning the fashion industry green without making its consumers sacrifice style. These brands include Nike, Boden, Reformation, Burberry, Eileen Fisher, and notably Levi’s.

Levi’s recently launched a worldwide campaign, ‘Buy Better, Wear Longer’,  to raise awareness for climate change and the harmful impacts of the fashion industry on the environment. Levi’s new campaign aims to bring awareness to the issues relating to clothing consumption while also practicing sustainability in producing their clothing.

According to Levi’s website, “Fashion production and consumption have reached unsustainable levels: between 2000 and 2020, global clothing consumption doubled. And while we have more items in our wardrobes, we’re wearing what we have less often and throwing out our clothes too quickly, keeping clothing for almost half as long as we did 15 years ago.”

Levi’s has partnered with content creators, musicians, activists, and athletes in their ‘Buy Better, Wear Longer’ campaign in an effort to reach as many people as possible on the road to sustainability. The lineup of celebrities championing Levi’s values includes, Jaden Smith, Emma Chamberlain, Marcus Rashford, Melati Wijsen, and Xiye Bastida.

“The world we live in encourages us to constantly buy,” Jaden Smith said. “It puts us in this bad cycle. I’m glad that Levi’s is changing that message by making thrifting cool. Some of my favorite pairs are thrifted. And I’m even happier to see that Levi’s is supporting these amazing young voices who are all speaking up for the environment.”

Image via Levi’s
Image via Levi’s

“Ultimately, Levi’s denim is meant to be worn for generations, not seasons,” said Jennifer Sey, Levi’s Brand President while discussing the new campaign. “So, we are also using this campaign to encourage consumers to be more intentional about their apparel choices: to wear each item longer, for example, to buy Secondhand, or to use our in-store Tailor Shops to extend the life of their garments.”

This new campaign brings up an important issue when it comes to the longevity of clothes worn. In recent years, fashion styles have evolved and changed at an alarming rate. Fast fashion brands have taken advantage of this by producing low-quality clothes at low prices, designed to be worn for a season and thrown away soon after. With approximately three-fifths of all clothing produced ending up in incinerators or landfills, it’s clear that a big change needs to happen, and supporting brands like Levi’s is a great start.

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