Levi's SecondHand: Pioneering Sustainability in Fashion

The Birth of an Icon

By Courtney Coleman

April 18, 2022

Levi Strauss & Co., founded by Levi Strauss and Jacob Davis, secured the U.S. patent for men's work pants on May 20, 1873. This date is considered the "birthday" of blue jeans, marking the revolutionary addition of rivets to traditional denim workwear pants. Since then, Levi's has been at the forefront of denim innovation and, more recently, sustainability initiatives.

Levi's SecondHand: A New Chapter in Sustainability

In October 2020, Levi's launched a groundbreaking buyback program, offering customers the opportunity to trade in their denim and participate in extending the lifecycle of their jeans. This initiative, known as Levi's SecondHand, aligns with the brand's commitment to sustainability and circular fashion.

The Three Pillars of Levi's Sustainability Effort

Levi's approach to sustainability focuses on three key areas:

Climate: Reducing energy use and improving production operations to minimize carbon footprint, support biodiversity, and reduce waste. The brand also promotes the use of "cottonized" hemp clothing as a water-saving alternative.

Consumption: Engaging with consumers, peers, and industry leaders to promote a sustainable future in fashion.

Community: Fostering diversity and inclusivity among stakeholders and employees, particularly those directly affected by the company's operations and environmental impact.

Appealing to the Eco-Conscious Generation Z

The SecondHand initiative resonates strongly with Generation Z, often referred to as the "woke" generation. Nearly 60% of Gen Z consumers are eco-friendly and second-hand conscious, viewing their purchasing decisions through a lens of sustainability and social responsibility.

Star Power and Influence

To amplify the message of sustainable fashion, Levi's has enlisted the help of several high-profile figures:

• Hailey Bieber: The face of the SecondHand campaign

• Emma Chamberlain: Social media star and influencer

• Maeve Reilly: Celebrity stylist

These influential figures showcase how SecondHand Levi's can be incorporated into stylish, everyday looks.

The Stylist's Perspective

Maeve Reilly, a prominent celebrity stylist, emphasizes the sustainability aspect of the SecondHand initiative: "SecondHand is something that's sustainable—you don't need to buy brand-new denim all the time, and you can wear it again and again and again...and again."

Reilly often turns to Levi's when styling casual, versatile looks for her clients. She describes her go-to Levi's ensemble as perfect for running errands around town: "sneakers, jeans, crop top, and oversized Trucker Jacket or skirt." The versatility and timeless appeal of Levi's pieces make them a staple in her styling toolkit.

Conclusion: A Step Towards a Sustainable Fashion Future

Levi's SecondHand program represents a significant step towards more sustainable practices in the fashion industry. By encouraging the reuse and extended life of denim products, Levi's is not only reducing waste but also appealing to a new generation of conscious consumers. As brands like Levi's continue to innovate in this space, we may see a shift towards a more circular and sustainable fashion ecosystem.

Works Cited

"LET'S MAKE THINGS BETTER." Levi.com, https://www.levi.com/US/en_US/features/sustainability

"Thrift and Vintage Levi's Jeans and Trucker Jackets." Thrift and Vintage Levi's Jeans and Trucker Jackets, https://www.secondhand.levi.com/

Farra, Emily. "Levi's Launches Its Own Re-commerce Site and Buyback Program, Levi's Second Hand." Vogue, Vogue, 5 Oct. 2020, https://www.vogue.com/article/levis-secondhand-launch-vintage-denim-sustainability