Levi’s / Style + Sustainability

Decades of Sustainability. Zero Bragging. Until Now. 

Levi's had been making clothing sustainably for decades but had never really talked about it. By the time they were ready to, the sustainable fashion conversation was already saturated with greenwashing and every brand claiming to save the planet. The challenge wasn't just launching a new sustainable line. It was standing out in a space where everyone was saying the same thing.

Instead of leading with eco-guilt or corporate messaging, the team used Levi's cutting-edge material innovation as the creative springboard and developed a visual language borrowed from digital creators and internet culture. The work harnessed the beauty and tension of technological artifacts, celebrating the juxtaposition between synthetic and organic, analog and digital. The production approach layered green-screens, urban landscapes, natural backdrops, and custom 3D elements with effects rooted in net art and user-generated social content. The result felt more like something you'd discover on a creator's feed than a brand's sustainability report. A full system of assets was built to work across social, retail, print, digital, and content, positioning Levi's not as a brand jumping on the sustainability bandwagon, but as one that had been on it all along and finally found a fresh way to say so.

Impact: 4.2B+ liters of water saved. 10B liters recycled. 76% of all Levi Strauss products are now made with recycled water processes. The line introduced cottonized hemp, a first for the industry. The sustainability platform this work helped build launched globally featuring Jaden Smith, Emma Chamberlain, and Marcus Rashford, fueled the Levi's SecondHand resale program, and was recognized by the United Nations Environment Programme as a case study in sustainable fashion communication.

Role: Creative Direction