thrift is cool – LUXURYMAG

Levis launched the campaign BUY BETTER, WEAR LONGER for sustainability of fashion and the clothing industry and he himself tries to lead by example. With a slogan “Shop better, wear longer” wants to inspire customers to change their shopping habits and clothing companies to use new, more environmentally friendly materials and technologies.

Clothing production and consumption have reached unsustainable levels – doubling between 2000 and 2020. We have more things in the closet that we wear less and then we throw them away quickly – they will last us half as long as 15 years ago.

Emma Chamberlain

He invited a group of inspiring changemakers

  • Emma Chamberlain is the leading voice of her generation, a fashion lover who prefers thrift, secondhand and the transformation of the old into the new.
  • Jaden Smith, a long-standing partner of the same-minded brand, is interested in water and raises awareness of the limited resources of our planet.

Jaden Smith

  • English footballer Marcus Rashford MBE is a philanthropist and tough advocate for young people from poor communities.

Marcus Rashford

  • 20-year-old Indonesian businesswoman and activist Melati Wijsen led a successful campaign in 2019 to ban plastic bags in Bali and is now focusing on the status of youth.

Wijsen Jasmine

  • Xiye Bastida from San Pedro Tultepec, Mexico, comes from a city affected by drought and floods, so he is fighting for a better future for the planet.

Xiye Bastida

  • Native American environmental activist and hip-hop artist Xiuhtezcatl, in turn, connects music with environmental justice.



Levi’s® recognizes its responsibility and promotes ambitious climate and water saving measures. It invests in materials such as cotton hemp or organic cotton and technology, such as 76% of all Levi Strauss & Co. products. and 70% of all Levi’s® jeans and jeans today are made using Water technology

“Do you feel the difference when you’re wearing jeans that have already experienced something with you, or do you find a stylish second-hand piece? Denim Levi’s® can be worn for generations, keeping its value, both physical and emotional, for longer. ” he says Paul Dillinger, Vice President of Product Innovation.

“The climate crisis is the biggest threat we face, but also the biggest opportunity to change something.” he says Xiye Bastida.

“The world we live in encourages us to shop all the time. It gets us in the wrong cycle. I am glad that Levi’s® changes this message and promotes that frugality is cool. Some of my favorite jeans are second-hand, ” states Jaden Smith. So join us!

Zdroj photo: Levis

Source: LUXURYMAG. Móda a módní trendy. 2018. by

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