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Levi's launches Spring 2021 campaign “Buy Better, Wear Longer”

Tom Shearsmith
19 April 2021

Levi's today launches its Spring 2021 campaign, “Buy Better, Wear Longer”, raising awareness about the shared responsibility and environmental impacts of apparel production and consumption.

Featuring a group of changemakers including Marcus Rashford, Jaden Smith, Xiye Bastida, Melati Wijsen, Xiuhtezcatl and Emma Chamberlain, the multi-platform global ad campaign fuses Levi's commitment to making quality clothing with the passion of six icons and activists working on issues critical to the future of our planet.

Levi's is using the campaign to encourage consumers to be more intentional about their apparel choices: to wear each item longer, to buy secondhand, or to use Levi's in-store Tailor Shops to extend the life of their garments. has created a gallery with the Spring 2021 campaign images:

Buy Better, Wear Longer also encapsulates the brands ongoing efforts to drive more sustainable production practices: by driving ambitious climate and water action and by investing in materials and technologies such as cottonised hemp and organic cotton, working to help deliver a more planet-friendly apparel industry.

Last Autumn, Danish fashion brand GANNI launched a collaboration with Levi’s, featuring an exclusive rental only capsule collection, available through the Ganni Repeat service.

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