Levi's goes Eco-friendly

Targeting environmentally-conscious youths, the latest range of denim is made from organic cotton. Agnes Tann, strategic brand planning director for Levi’s Asia-Pacific, said: “Given our history as a leader in responsible manufacturing and business practices, this initiative is about quality and responsibility never going out of style.

“We are reaching out to fashion-conscious Asian consumers interested in products that demand less from the environment. Not only will they be assured of this, but they can continue to enjoy the style and quality they have come to expect and trust from Levi’s.”

The campaign features through-the-line work for print and in-store. The visuals present the green denim range in different urban settings being melded into the background. Charles Wigley, chairman of BBH Singapore, said: “The ads are shot in a decaying urban setting, suggesting that man’s creations are breaking down when nature decides to take over. Our approach was to showcase this new range in a way that clearly shows how it respects the environment and lives harmoniously with nature.”

Wigley said the main challenge was to capture the entire image as one shot in-camera, with no special effects

or computer-generated imagery. “We had to build masks for the models to wear, and then weave the plants into them. We also had to find the right environment to shoot the ads, where the plants chosen to make up the guys could naturally be found.”

Levi’s produced 30,000 of its niche Eco line jeans last year. The sustainable jeans are made of organic materials and feature coconut-shell buttons, dye from natural compounds and a label made from recycled cardboard.

Demand for niche and premium denim is growing rapidly as more independent labels - such as True Religion, Rock & Republic, Citizens of Humanity, and 7 for All Mankind - grew spending for US$100-plus jeans by 23 per cent last year.