As Research Shows Australians Only Wear Half Their Wardrobes Regularly, Levi’s Urges Aussies To ‘Buy Better, Wear Longer’
Levi’s, the leader in denim, has released its latest research on apparel consumption in Australia.
The research was commissioned to coincide with the launch of its Buy Better, Wear Longer campaign, a global initiative to raise awareness about the shared responsibility on the environmental impacts of apparel production and consumption.
The key findings are as follows:
Half of our wardrobes are untouched
- Close to one in three (30.1 per cent) Australians currently own between 50-150 pieces of clothing items. Of all the clothes we own, only half (55 per cent) of them are being worn regularly.
- Of all the new clothes purchased in the past 12 months, more than half (54 per cent) acknowledge that about 10 per cent is only worn once, or don’t end up being worn.
Fast Fashion isn’t slowing down
- Globally, it is estimated that more than half of what fast fashion has produced is disposed of in under one year.
- Collectively, if we wear our clothes twice as long, we can reduce our environmental impact by 44 per cent.
- More than half (56.8 per cent) of Australians agree that compared to ten years ago, our clothes don’t last as long because of poor quality production and fabric. However nearly one in two (44.9 per cent) Australians agree that they will still purchase clothes that are cheaper in value despite their shorter lifespan.
That’s very last season
- Australians aren’t getting long-term use out of their clothes due to the items being out of season and unfashionable, or that they are bored of wearing them (45.3 per cent).
- Globally, 92 million tons of clothes are thrown away every year.
- When asked about what they do to the clothes they don’t wear anymore, the majority (70.4 per cent) of Australians opt for a trip to the local charity bins. More than one in four (28.1 per cent) Australians simply leave unwanted clothes in their wardrobe and do nothing about it.
When shopping for denim, material and sustainability are the least of our worries
- One pair of jeans can use up to 3,781 liters of water in its lifetime.
- When purchasing denim, the majority (84.1 per cent) of Australians agree finding the right fit and style is the most important factor, followed by the price and value (64.8 per cent).
- Only a small percentage (8.9 per cent) of Australians consider the material of denim a very important factor. Close to two thirds (65 per cent) of respondents think sustainability is the least important when purchasing denim jeans.
- The majority (71.1 per cent) of surveyed Australians don’t know and are unsure of how to properly care for denim.
Clare Press, Sustainability Expert and Founder of The Wardrobe Crisis said, “we are buying more clothes than ever before, wearing them less, and dispatching them to landfill in crazy volumes. The first step to solving fashion waste is to reconnect with our clothes.”
“While brands need to do the work to make their products sustainable, Aussies can be part of the solution by buying mindfully. When you buy clothes you’ve really thought about and love, you are more likely to care for them and wear them longer.”
It’s been estimated, the global fashion industry creates 20 per cent of the planet’s total water pollution, and 10 per cent of humanity’s carbon emissions.
By 2030 the global clothing and textile industry is expected to use 50 per cent more water, emit 63 per cent more GHGs and produce 62 per cent more waste than it did in 2015.
Levi’s is not exempt from the problem and as a leader in denim and fashion, it is on a mission to change the clothing industry – for good.
Buy Better, Wear Longer encapsulates Levi’s ongoing efforts to drive more sustainable production practices, and its enduring investment into material and technology innovations such as Cottonized Hemp and Organic Cotton.
Through the scaling of Water<Less manufacturing, built on a series of finishing techniques and water recycling guidelines that have saved more than 4 billion litres of water, Levi’s is also reducing its own natural resource footprint and delivering a more planet-friendly apparel industry.
76 per cent of all Levi Strauss & Co. products, and 70 per cent of all Levi’s bottoms and Trucker Jackets, are now made using open-sourced Water<Less technology, resulting in the recycling of nearly 10 billion litres of water.
75 per cent of the cotton used also now comes for more sustainable sources and 65 per cent of Levi’s products are currently made in factories that run its Worker Well-being programs.
Levi’s also focuses on the innovations that make its jeans and all other products as durable as ever—materials crafted with thoughtful quality from sourcing to finishing, that help create a bond between the consumer and products they buy.
Jennifer Sey, Brand President at Levi Strauss & Co. said, “ultimately, Levi’s denim is meant to be worn for generations, not seasons. So we are also using this campaign to encourage consumers to be more intentional about their apparel choices: to wear each item longer, for example, to buy SecondHand, or to use our in-store Tailor Shops to extend the life of their garments.”
Paul Dillinger, VP Product Innovation at Levi Strauss & Co said, “you experience the difference when you have jeans that have been through it all with you, or when you go thrifting for second hand jeans. A pair of Levi’s holds up better, and holds its value longer. It’s both a physical and an emotional durability that we strive to offer consumers by investing in quality and designing for lasting value.”
The Buy Better, Wear Longer campaign will be rolled out on all Levi’s platforms globally in an effort to share this message far and wide, and as a reminder that a sustainable future is one where companies and consumers around the world come together to rethink fashion.
As part of the campaign, Levi’s will launch a multi-platform global ad campaign featuring an inspiring group of changemakers — Jaden Smith, Xiye Bastida, Melati Wijsen, Xiuhtezcatl, Emma Chamberlain and Marcus Rashford MBE — that fuses Levi’s longstanding commitment to making quality clothing that can last for generations with the passion of six icons and activists working on issues critical to the future of our planet.
Please login with linkedin to comment
LevisLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.