Levi's in the community

Through my research into Levi’s I’ve become really interested in their music projects. Currently Levi’s are working with Loyle Carner an emerging British artist. Levi’s are setting up recording studios in Liverpool and other cities with real people in the music industry helping to educate young people on how they can get into the music industry - teaching them how to write and create their own music aswell as helping them brand themselves using social media. Even though obviously the aim of the project is to connect young people with the Levi’s brand, I think it is deeper than that. By working in the community of low income areas, they’re giving these young people an opportunity and something to aim to.

Possibly keeping young people turning to crime and out of mischief really, which is something I think is so important which the rise of knife crimes and gang related deaths rising every day.

Aswell as this, Levi’s are very environmentally conscious - running projects educating people on how much water is used in making a single pair of jeans.

One campaign image that I’ve seen through researching this is -

this in very simple terms educates customers on the effect that producing denim has on the environment and also offers not huge life changing solutions to this but practical everyday solutions, which if everybody adopted would start to make a difference.

I really like this as I think the way brands use their voice can make a huge difference. Some brands for example The Body Shop may say we need to be more environmentally conscious in our everyday buying choices however don’t actually offer any solutions. For example, simply bombarding consumers with imagery of the amount of plastic pollution in the ocean is to a degree useful as its educating them on these problems but really its not educating the consumer what choices they can make to stop this.

I am really liking Levi’s for this particular campaign, however I do believe this was a couple years ago now these images were produced so I think now everyones engaged with the issue, consumers will be more receptive to these kind of visuals which educate them on how they can help so I personally would like to see Levi’s release a really similar campaign.

In some ways I do admire that Levi’s are actively doing these things through the community and world out of the goodness of their brand, and really it should be the norm for everyone, but they keep it so quiet that people don’t know that this is what Levi’s stands for! After researching into Levi’s I really do respect them more as a brand, if you asked me before this project I would’ve probably said they were an old mans brand but I’ve been opened up to so much more of their brand. I genuinely admire their work within both the community and globally. I know its in their brand ethics to be lowkey and set a high standard within the fashion industry without bragging and shouting about it but I really wish they would!!!! I think what they’re doing is so eye opening and even just through social media I think it’d be really beneficial to talk more openly about their projects in the community aswell as what they’re doing as a brand for the environment as its such a relevant conversation.