Levi's takes a shot at fast fashion with a sustainability campaign touting its longevity and durability

Ahead of Earth Day, Levi’s is taking a shot at fast fashion and touting the longevity of its own denim. Without naming brands like Zara and H&M that have helped double global clothing consumption over the last two decades, a new campaign from AKQA explicitly encourages customers to wear their Levi’s jeans for years—even decades—and buy fewer clothes altogether, thus reducing the carbon footprint required to grow, manufacture, distribute and dispose of cheaper, lower quality alternatives.