The iconic jeans have gone sustainable
Getting ready to celebrate its 150th anniversary next year, Levi’s introduces its iconic jeans 501 with a sustainability-themed campaign.
The half-century-old legend Levi’s 501, which was born as a response to the search for long-lasting trousers by workers, combines durability with sustainability in its new campaign with the slogan “Buy Better. Wear Longer”.
The commercial prepared by AKQA San Francisco for the new campaign, starting from the production phase of Levi’s 501 jeans, extends to different generations accompanied by a single jeans, and then ends with the emphasis on “less waste”. For the commercial, one of the Levi’s 501 jeans was aged in 7 stages, representing each decade from the 1960s, to accurately reflect the time jumps.
“The campaign speaks to Levi’s legacy, durability and appeal to a broad global audience,” says Karen Riley-Grant, global CMO at the brand. “A pair of Levi’s ages beautifully. They’re timeless and versatile, yet fashionable—no matter the decade. This message is more relevant today than ever before, when we’re all thinking how we can contribute to a more sustainable future.”
The brand, which is preparing to celebrate its 150th birthday next year, has also started to introduce the updated new design of the 501. YouTube host Hailey Bieber, Korean artist Peggy Gou and British athlete Marcus Rashford are among the faces of the new promotional campaign, which highlights vintage 501s from 501 Original, 501′ 90s Jeans and Shorts and Levi’s Secondhand. While the basic design details such as the straight cut that made the 501 an iconic piece and the Red Tap on the back pocket remain the same, the renewed version of the jeans seems to have a more comfortable cut.