Levi's "Buy better, wear longer" by AKQA

Clothing brand Levi's is focusing on sustainability in a multi-pronged international campaign that includes Marcus Rashford, the 23-year-old Manchester United and England forward.

The campaign seeks to raise awareness of the environmental impacts of clothing production and consumption and underline Levi’s as an alternative to "fast fashion".

Rashford, who has used his profile to push the Government into providing more free school meals for poor children, is one of six activists who all feature both in the campaign’s central 60-second spot and in their own individual films. 

The central spot, directed by Leo Aguirre for Stink Films, is opened by Jaden Smith, the actor and existing Levi’s ambassador, who highlights how global clothing consumption has doubled in the past 15 years. 

It also features US fashion influencer Emma Chamberlain and climate activists Xiye Bastida from Mexico, Melati Wijsen from Indonesia and Xiuhtezcatl Martinez, who lives in Colorado and whose father is from the indigenous population of Mexico.