Brand Advocacy

The Levi’s® brand plays a critical role in LS&Co.’s DE&I strategy by connecting our values with every consumer that connects with our products. Last year, Levi’s® launched one of its most ambitious brand efforts ever, the “Buy Better, Wear Longer” (BBWL) global sustainability campaign. BBWL raises awareness of the environmental impacts of apparel production and consumption. Featuring an inspiring group of icons and activists – Jaden Smith, Xiye Bastida, Melati Wijsen, Xiuhtezcatl, Emma Chamberlain and Marcus Rashford – BBWL doubles down on Levi’s® commitment to making clothing that lasts for generations.

The Levi’s® Music Project relaunched in late 2021 with a new focus on providing music education through digital platforms to reach a global audience. The program, which extends its reach to emerging artists through YouTube and Discord, is a music-education oriented community created by artists for artists. Musicians collaborating with Levi’s® include Khalid, Mabel, Skepta, Rosalía and more.

In keeping with its longstanding support for the LGBTQIA+ community, Levi’s® continued its annual Pride collection; donated to Outright International, which works to advance human rights for LGBTQIA+ people all over the world; and highlighted activist voices from around the globe. Levi’s® also partnered with avant-garde artist Oge Egbuonu to direct the “Beauty of Becoming” campaign – which featured fashion creatives, actors, activists, and athletes like Naomi Osaka, Tremaine Emory, Haben Girma and others. “Beauty of Becoming” cataloged the fight for racial, gender and sexual equality, the degradation of the environment and the silencing of people with disabilities.

Dockers® champions a California lifestyle – one that’s progressive, optimistic, creative and values-centered. In 2021, Dockers® introduced a content series called Recognize: Black Culture in Progress. The brand partnered with 12 Black community members, contributors and influencers, including two LS&Co. employees, and featured their stories on the Dockers® site and Instagram page. Through Recognize, Dockers® amplified and celebrated Black stories. In 2022, the series will expand to center all BIPOC voices and will be spearheaded by Dockers® brand partner Selema Masekela.

Last year was also the fourth in a row that Dockers® partnered with the Stonewall Community Foundation, a not-for-profit, Black-led organization. The Foundation focuses on strengthening the LGBTQIA+ community by making values-driven investments in dynamic organizations, projects, and leaders across the United States. Dockers® will continue the partnership with the organization in 2022.