Due to its water consumption, the clothing industry takes a heavy toll on the environment.

Levi’s wants to convince their customers to help with this issue.

So we decided to do so by asking them to make one small change:
Instead of washing your jeans after every use, leave them on.

Jeans have become so fashionable, it’s easy to forget about their rugged, blue collar origins.

Not only can they take more than people think, they also get better as you wear them.

#LevisLeaveOnChallenge

People do love to win things, so if our customers can prove that they’ve worn their jeans for 30 days without a wash, they’ll win the chance to not only come to our headquarters to design their own pair of Levi’s, they’ll also be featured on our website with their brand new jeans.

Copywriting/Concept: Fernando Torres
Concept: Elliana Levi, Noah Nash
Art Direction: Slade Stone