Lived in Levi's®
LIVED IN LEVI’S®
“Sustainability” doesn’t exactly come to mind when thinking of the Levi’s legacy, and although the brand has made small steps, at the end of the day not all of their pieces are fully recyclable. But who’s to say they can’t be donated? Lived in Levi’s® asks you to celebrate your loved & lived in pairs, by giving them a new life—at your local Levi’s® donation box.
You already #LiveinLevis. It’s time to donate your #LivedinLevis.
Billboards and posters in major cities feature images of people and celebrities removing their old Levi’s, encouraging consumers to take off their “Lived in Levi’s®” and donate them.
Levi’s® loves personalization. People are invited to wear their Lived in Levi’s® to gallery shows across the country that double as donation drives. Before they donate, they get their from-the-knee-down polaroid taken to be signed and hung in the gallery space.
#LivedinLevis as a social movement.