Levi’s, famous for its long-lasting denim creations, has just launched “Buy Better, Wear Longer,” a new campaign that specially focuses on raising awareness to more sustainable shopping practices. Starring Jaden Smith and Emma Chamberlain, the initiative encourages customers to shop second-hand and favor quality and sustainably sourced materials, while also highlighting some of the fashion industry’s environmental impact over the years.

Smith and Chamberlain are both featured in separate short clips for the campaign where they explain the importance of a more mindful consumption for the planet. “Some of my favorite Levi’s are thrifted and probably older than me,” Smith says in his video, which also exposes how much water goes into the making of clothes. “It’s cool to thrift, it’s cool to wear the same clothes, and it’s cool to be sustainable.”

In her video, Chamberlain says she believes that “leaving the world in a better place than we found it means to just do your part personally.” She also explains how she incorporates thrifting into her fashion habits. “There’s something creative about it, there’s no trend racks, there’s no guidelines.”

Joining Smith and Chamberlain are Mexican-Chilean activist Xiye Bastida, Indonesian climate activist Melati Wijsen, Indigenous hip-hop artist and activist Xiuhtezcatl, and English soccer star Marcus Rashford, who will all have their clips released over the next few days. 

The “Buy Better, Wear Longer” campaign also highlights Levi’s environmental-friendly practices such as its Cottonized Hemp and Organic Cotton lines, along with its Water<Less water-saving method – which, according to the brand, is used in manufacturing 76% of all Levi’s products and 70% of all of its bottoms and trucker jackets. 

“As a company that has celebrated pioneers and aspired to bring inventive environmental solutions to the market, we saw our voice in these young leaders,” Levi’s president Jen Sey said in a press statement. “Change will come if we all work together and we’re humbled to partner with them in reducing our collective impact on the planet.”

Learn more about “Buy Better, Wear Longer” on Levi.com and watch the main campaign video below: