TRUE COLORS – LIVE UNSTAINED
Chemical dyeing & processing of denim creates environmental
damage to the local water sources and communities. Levi’s launches “True Colors”-
a line of unprocessed denim in an effort to match their users fashion choices with
their environmentally sustainable values.
A green Levi’s tag sets the sustainable True Color denim apart from the regular
SEEDS OF SUSTAINANCE
With every purchase of True Color denim, users will receive a pack of coriander seeds – a natural water purifier. These seeds drive users to embrace the unstained lifestyle and give back to the environment.
Encourage users to express their true selves by
home-dyeing their unprocessed Levi’s with a
Dye-it-True kit of natural colors.
The microsite will unveil the True Colors campaign with the unprocessed denim line at the heart of it. Users can shop the new collection and receive step-by-step guidance on using the Dye-It-True kit.
Teacher: Tu Phan, Senior Art Director at LinkedIn (San Francisco)
AD: Henri Kirsch