The multi-platform global ad campaign titled ‘Buy Better, Wear Longer’ focuses on creating quality clothing that lasts for generations by employing sustainable production practices and investing in alternative materials and technology.

Having employed these practices in its own production process, Levi’s is now highlighting the need for materials like cottonized hemp and organic cotton, as well as action plans that save natural resources like water and ultimately, protect the planet.

For instance, 76% of all Levi Strauss & Co. products, and 70% of all Levi’s bottoms and trucker jackets are developed using its water technology that follows certain water recycling regulations thus saving more than 4 billion liters of water and recycling nearly 10 billion liters of water since this was implemented.