Throughout its extensive time as a remarkable jean company, Levi’s has made it abundantly clear it values the quality of its clothing. In light of the pressing crisis of climate change, Levi’s is looking to make a much needed change in the production of its world famous jeans.

Over the years, Levi’s has updated its logos and slogans to reflect its passion for practicing more sustainable production and sourcing methods, with the most current statement being “Buy Better. Wear Longer.” The advertisement for this slogan clearly demonstrates the saying “One man’s trash, is another man’s treasure.” Although the quality of Levi’s is far from trash, it is apparent the rise of sustainability in recent years has made it a priority for companies to focus on the “life” of its products after leaving the hands of the original consumer.

Many are now dedicated to reducing their carbon footprint through the new and exciting trend of thrifting. Reusing items to create interesting and creative articles of clothing has become a niche community with its own dedicated following, demonstrating the importance of quality items. Additionally, the trend of thrifting goes beyond reducing the effects of fast fashion. Thrifting helps combat bigger issues of waste, inflation, and excessive water usage.

The commonplace Levi’s used in its promotion heavily relates to the United Nation’s Sustainable Development Goals. This slogan draws focus specifically to the United Nation’s goal of ensuring sustainable consumption and production patterns. Highlighting and advocating for a change towards more sustainable practices is an effective persuasive method as it allows Levi’s to reach its current audience and even reach those outside of it. Levi’s target audience includes young adults generally no older than 40, but the addition of  Gen Z influencers and a trending topic retains the support of its initial audience while successfully grabbing the attention of a younger market.

Simply put, Levi’s has demonstrated its willingness to change to fit the standards of the time, continuing to prove itself as a dependable and reliable brand for all. Levi’s draws attention to the collective effort needed to better the environment by advertising high-quality products and indirectly persuading its audience to reduce environmental harm. The effectiveness of Levi’s persuasion was only possible through the clever use of commonplace.