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SAN FRANCISCO – US denim brand Levi Strauss has launched a new slow fashion campaign to encourage customers to buy better quality clothing and wear it for longer.

The campaign has been developed in response to what the company says is an “over-consumption crisis.” It will see Levi’s team up with six global activists including Jaden Smith, Xiye Bastida, Melati Wijsen, Xiuhtezcatl, Emma Chamberlain and Marcus Rashford MBE.

“Fashion production and consumption has reached unsustainable levels: between 2000 and 2020, global clothing consumption doubled,” said the company as it launched the campaign. “While we have more items in our wardrobes, we’re wearing what we have less often and throwing out our clothes too quickly, keeping clothing for almost half as long as we did 15 years ago.”

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