Levi Strauss & Co is a powerful example of how a brand can help impact sustainability. A brand needs to invest in both social impact initiatives that generate measurable results, and engaging marketing campaigns that inspire internal and external stakeholders to participate in the process of competitive advantages through compelling storytelling.
Bringing innovations to environmental and social impact throughout its supply chain, materials and also activating its consumer base, Levi’s has established itself as a prominent leader that is taking the concept of sustainability forward in the apparel industry.
The brand is getting rid of traditionally unsustainable practices in favour of radically new solutions. From going beyond labour compliance standards by publicly disclosing its manufacturing supplier locations, to leading the industry in banning sandblasting and partnering with NGOs and key suppliers to support programmes that improve workers’ lives, the brand is doing it all.
Levi’s Water Less process has saved more than one billion liters of water in the manufacturing of its products, since it launched in 2011. Composed of a minimum 20 per cent post consumer recycled content from an average of 8 plastic bottles, as well as Dockers’ WellThread collection, Levi’s Waste Less jeans are a good example.
Levi’s recently asked consumers to wash their jeans less often, taking its water conservation commitments further. The brand, through their clothing recycling partnership with I:CO and Goodwill , as well as updated, environmentally focused care tags, ‘A Care Tag for Our Planet’ on products across Levi’s and Dockers brands has extended its sustainability messaging in stores.
Through a partnership with Project WET foundation, Levi’s provides a water conservation curriculum for students delivered through Levi’s ‘water ambassadors’—employees volunteering to deliver the curriculum.
www.levistrauss.com
