Après une collaboration improbable avec LEGO datant de septembre 2020, la marque de jeans californienne Levi’s lance une toute nouvelle campagne responsable qui en surprendra plus d’un.
Une opération responsable qui ne manque pas d’air !
Dans le contexte de la COP26 et de l’urgence face à la crise environnementale actuelle, certaines marques misent sur l’engagement. On pense notamment à Balzac, marque éthique et Made in France, que l’on vous présentait ici il y a quelques mois. Mais c’est aussi le cas de Levi’s qui opte pour une nouvelle campagne de communication responsable en collaboration avec l’agence OMD.
En effet, la marque de jeans voit les choses en grand et installe une toile dépolluante de 350m² en plein coeur de Paris afin de contribuer à l’assainissement de la ville, du 3 au 30 novembre 2021. Cette toile utilise la technologie theBreath d’Anemotech », sourcée par les équipes de JCDecaux et absorbe les polluants tels que l’oxyde d’azote et de soufre.
Pour faire simple, la toile va permettre d’absorber en un mois les émissions d’environ 2 000 véhicules passant près du dispositif selon le communiqué de l’opération (estimation à partir de résultats issus d’Anemotech dans la ville de Milan). Cette opération a aussi pour but de financer la rénovation de l’église de la Sainte-Trinité, endroit où la toile est actuellement disposée, renforçant le choix d’un média qui tente d’être responsable du début à la fin.
Cette opération innovante conçue en partenariat avec JCDecaux, Screenbase et Convergenceooh est également marquée par la création de 6 spots proposant un air assaini sous abri. En effet, Levi’s et l’agence OMD proposent un véritable bol d’air frais aux parisiens avec 6 abribus équipés d’un tapis de mousse végétale qui capte et absorbe les polluants. Cette mousse se nourrit des particules dans l’air pour se développer et est accompagnée d’une ventilation intégrée au caisson qui aspire l’air via la couche végétale et diffuse un air plus pur vers les usagers.
Les abribus concernés se trouvent ici :
- Arrêt Georges V (95 avenue des Champs Élysées Paris)
- Arrêt Georges V (116 avenue des Champs Élysées Paris)
- Arrêt Turbigo Étienne Marcel (19 rue Étienne Marcel Paris)
- Trinité facing (75 rue Saint Lazare Paris)
- Arrêt Turbigo Étienne Marcel (64/66 Blvd Sébastopol Paris)
- Gare Saint Lazare (14 Place Gabriel Peri Paris)
Levi’s, une marque engagée depuis des années
L’industrie textile est l’une des industries les plus polluantes. Tous les ans, la mode émet 1,2 milliard de tonnes de gaz à effet de serre selon l’ADEME. Pour confectionner un jean par exemple, il faut une énorme quantité d’eau et un bon nombre de produits chimiques toxiques. Ironie du sort, le jean est le vêtement le plus porté dans le monde. Son impact environnemental est donc considérable, et Levi’s a décidé d’agir.
Afin de lutter contre cette pollution, certaines marques ont décidé de développer de nouvelles techniques pour fabriquer des jeans de manière plus clean. Et c’est le cas de Levi’s. Si le mastodonte américain continue de briller sur le marché du denim (un chiffre d’affaires de 4,87 milliards pour 2019), la marque s’engage depuis plusieurs années pour une mode durable et responsable.
Économiser un maximum d’eau, privilégier le coton de qualité, réduire les produits chimiques … Toutes les idées sont bonnes pour transformer l’industrie et proposer des jeans plus durables. En 2011, la marque a mis en place plus de 20 techniques de fabrication Water<Less® permettant de produire les jeans en utilisant 96 % d’eau en moins que les techniques classiques. Au final, c’est plus de 3 milliards de litres d’eau qui ont été économisés depuis 2011, soit l’équivalent de 12 bassins olympiques. Levi’s donne également la priorité au développement durable par le biais de technologies textiles avancées, comme l’utilisation du chanvre cotonisé, le coton bio sustainable et la fibre Tencel qui vient remplacer la viscose, tout en favorisant la santé des forêts.
Jennifer Sey, présidente de la marque, a notamment déclaré : « En fin de compte, le denim Levi’s est fait pour être porté pendant des générations, non des saisons. C’est aussi un moyen pour nous d’encourager les consommateurs à faire des choix vestimentaires plus conscients : porter chaque article plus longtemps, par exemple, acheter d’occasion, ou utiliser nos tailor shops en magasin pour prolonger la durée de vie de leurs vêtements »
Pour les amateurs de jeans vintage, on vous invite à découvrir Chez Henry, nouvelle boutique de seconde main à Toulouse, où vous pourrez très certainement faire de belles trouvailles !
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