56.8% of Australians agree that compared to a decade ago, clothing quality isn't as good, new data from Levi's ANZ indicates.
To launch its new campaign 'Buy Better, Wear Longer,' Levi's commissioned a survey of 1,005 Australians regarding their apparel consumption, finding that 44.9% of Aussie shoppers will still buy cheap clothes despite their low quality and short lifespan.
Meanwhile, 54% of the respondents said that of all the new clothes purchased in the past 12 months, about 10% is only worn once, or doesn't end up being worn at all.
This disregard for new clothing could be put down to the ever-changing seasons and trends, with the survey finding that 45.3% of Aussies get bored of the garment or it consider it to be unfashionable, meaning they aren't getting long-term use out of it.
Of the 50-150 pieces of clothing already in Aussies' wardrobes, only 55% is being worn regularly.
"We are buying more clothes than ever before, wearing them less, and dispatching them to landfill in crazy volumes," sustainability expert and founder of The Wardrobe Crisis, Clare Press said.
"The first step to solving fashion waste is to reconnect with our clothes.
"While brands need to do the work to make their products sustainable, Aussies can be part of the solution by buying mindfully.
"When you buy clothes you’ve really thought about and love, you are more likely to care for them and wear them longer," she said.
To challenge fast-fashion consumption, Levi's is encouraging shoppers to be more intentional with their purchases, Levi's brand president Jennifer Sey added.
"Ultimately, Levi’s denim is meant to be worn for generations, not seasons.
"So we are also using this campaign to encourage consumers to be more intentional about their apparel choices: to wear each item longer, for example, to buy second hand, or to use our in-store tailor shops to extend the life of their garments," she said.
However, Levi's isn't leaving all of the hard work up to consumers, taking steps to improve its own offering too.
The business is working towards achieving the below targets:
● 100% sustainably sourced cotton by 2025
● 100% renewable energy in owned and operated facilities by 2025
● 40% reduction in greenhouse gas emissions in our supply chain
● 50% reduction of water use in manufacturing in water-stressed areas by 2030
● Worker Wellbeing programs rolled out in 100% of key suppliers by 2030
The 'Buy Better, Wear Longer' campaign has launched a multi-platform global ad campaign featuring a group of six
changemakers – Jaden Smith, Xiye Bastida, Melati Wijsen, Xiuhtezcatl, Emma Chamberlain and Marcus Rashford MBE – showcasing Levi’s commitment to making quality clothing that can last for generations.