Levi's ANZ has teamed up with fashion marketplace app Depop to encourage Aussies and Kiwis to upcycle their clothing.
The brands have asked three Aussie Depop creators to reimagine popular Levi's styles including the 501 jeans and Trucker jackets.
From today, creators Tanzyn Crawford (premiumzoo), Luca Young (exxy) and Sha’an D’Antes (furrylittlepeach) will give Australian and New Zealand Depop users the chance to purchase their reworked denim pieces from their Depop shops.
The pieces will come in a range of sizes and will feature Premium Zoo's bright colour tie dye, patchwork and paint designs, Exxy's airbrushed abstract design with patchwork and screen printing (pictured), and Furry Little Peach's colourful motifs.
Levi's ANZ head of marketing Trent Bos said the brand hopes the campaign will encourage Aussies to upcycle clothes they already own.
"These re-imagined Levi’s pieces crafted by young local creators who are all unique in their style, is a true representation of self-expression, which is what Levi’s has always stood for through the generations.
"We want to encourage everyone to buy better and wear longer.
"Breathing new life into old garments, while remaining timeless and relevant in both fit and style, is just one of the ways that you can contribute to more sustainable fashion.
"We hope that this partnership can help to spark creativity in all of us to upcycle our clothes currently hanging dormant in our wardrobes and to ultimately help accelerate more sustainable living to create a better world of tomorrow," he said.
One of Furry Little Peach's designs
The launch of the Depop campaign comes off the back of Levi's Buy Better, Wear Longer global initiative and its latest research on apparel consumption in Australia.
The research was commissioned to coincide with the launch of initiative, which raised awareness about the shared responsibility on the environmental impacts of apparel production and consumption.
The study revealed close to one in three (30.1%) Australians currently own between 50-150 pieces of clothing items.
But of all the clothes Aussies own, only half (55%) of them are being worn regularly.
Additionally, Australia's National Clothing Textile Waste roundtable figures show that 800,000 tonnes of textile waste ends up in Australia’s landfills each year.
Depop head of brand partnerships Steve Dool said the partnership aims to promote a more circular way of purchasing fashion.
"At Depop, we want to reshape fashion consumption by promoting and celebrating circularity - and getting people excited about it through new creativity.
"Levi’s is a global leader in the sustainable fashion space.
"By partnering with them and bringing in creatives from the Depop community to produce amazing, unique pieces we’re not only celebrating individual style but also connecting with a community who care about a more circular future," he said.
The Levi's x Depop partnership is live now, with pieces starting at $60.