Dive Brief:
- Levi Strauss & Co. launched an initiative geared toward helping Gen Z consumers learn how to repair and refresh their own clothing.
- Developed in partnership with Discovery Education, the Levi’s Wear Longer Project provides free resources geared toward high school students, the company said last week.
- The project kicks off with a workshop for San Francisco high school students held at Levi’s Eureka Innovation Lab. Future workshops will take place throughout the year, including activations during Super Bowl weekend in February, per the release.
Dive Insight:
While a recent Levi’s-led survey found Gen Z is driving the resurgence of thrifting, repurposing and creative self-expression in fashion, it also discovered that 41% had no knowledge or skills relating to clothing repair. Additionally, more than one-third of Gen Z consumers said they would keep clothing longer if they knew how to repair them, per the survey of 601 adults over 18.
“At Levi Strauss & Co., we’ve spent more than 170 years designing clothes to be worn and loved for as long as possible,” Michelle Gass, Levi’s president and CEO, said in a statement. “The Levi’s Wear Longer Project builds on that legacy by giving young people the confidence and tools to extend the life of what they already own.”
The four repair skills being taught through the project consist of sewing a button, hemming an item, patching a hole and fixing a tear.
Schools using the Discovery Education Experience will also be able to integrate the Levi’s Wear Longer Project into their classroom instruction.
“Through the Wear Longer Project, students gain hands-on experience that builds confidence, creativity, and practical life skills while deepening their understanding of complex topics such as supply chain and resource management,” Catherine Dunlop, senior vice president of corporate partnerships at Discovery Education, said in a statement.
The program targeting young consumers builds on other initiatives Levi’s has participated in to attract the demographic. Levi’s partnered with Urban Outfitters for its On Rotation in-store installation to offer a curated selection of denim pieces meant to invoke the energy of a vintage flea market.
