Levi Strauss & Co. has launched the Wear Longer Project, an initiative designed to teach Gen Z consumers how to repair and refresh their clothing. In collaboration with Discovery Education, this project aims to provide free resources to high school students, empowering them with the skills to extend the life of their garments.
Workshops to Teach Clothing Repair
The project kicks off with a workshop for San Francisco high school students at Levi’s Eureka Innovation Lab. The company plans to hold additional workshops throughout the year, including during Super Bowl weekend in February. These events are part of Levi’s ongoing efforts to foster sustainability and teach young people valuable skills in clothing care.
Addressing Gen Z’s Knowledge Gap
Levi’s recent survey found that while Gen Z is driving the resurgence of thrifting and creative self-expression in fashion, 41% of respondents have no knowledge of clothing repair. Additionally, more than one-third of Gen Z consumers said they would keep their clothes longer if they knew how to repair them. This insight inspired the company to launch the Wear Longer Project.
“At Levi Strauss & Co., we’ve spent more than 170 years designing clothes to be worn and loved for as long as possible,” said Michelle Gass, Levi’s president and CEO. “The Wear Longer Project builds on that legacy by giving young people the confidence and tools to extend the life of what they already own.”
Practical Skills for Long-Term Clothing Care
The program focuses on four key repair skills: sewing a button, hemming an item, patching a hole, and fixing a tear. These practical skills help students gain hands-on experience while fostering creativity and confidence.
Schools using the Discovery Education Experience can incorporate the Wear Longer Project into their classroom instruction. Catherine Dunlop, senior vice president of corporate partnerships at Discovery Education, emphasized the importance of this initiative in teaching students about the complexities of supply chain and resource management.
Building on Levi’s Legacy of Sustainability
The Wear Longer Project aligns with Levi’s commitment to sustainability and youth engagement. Levi’s has previously partnered with brands like Urban Outfitters for in-store installations that celebrate vintage and repurposed fashion, further connecting with the young demographic.
By providing educational resources and hands-on workshops, Levi’s is helping shape a more sustainable future for fashion, while teaching Gen Z valuable skills that promote environmental responsibility.
