The first association with jeans is 501, which is quite logical since Levi Strauss is officially the ancestor of all things denim. Today, each of us has one Levi’s pair in our rotation, and this brand sells millions of its iconic model every year.

Levi's is much more than denim – by developing various design initiatives and advocating for more sustainable production principles throughout the fashion industry, the San Francisco-based company has grown into a global community that insists on diversity and connectivity.

Last year, the brand launched the "Buy better, wear longer" initiative to highlight shared responsibility for the environmental impact of overproduction and overconsumption. They encourage consumers to buy products that will last for years, and then recycle, give away, or redesign them.

As part of this initiative, a recycling box has been set up in the Levi's store on the ground floor of the Galerija shopping center, where you can leave your old clothes and receive a 20% discount on the new collection.

Members of the Fashion Company team, representing Levi's in our market, have joined the brand's sustainable campaign, contributing to environment preservation through their example and behavior. Here are their stories:

Faruk Arap

"Currently, seven huge plastic islands are floating in the oceans, one of which is the size of the state of Texas. We all witness air pollution. For years, I have been applying small meaningful actions for our planet, and since I work in fashion, here is how I shop ecologically. I try to buy most of my clothes from recycled materials and follow eco and fair-trade principles. I was shocked when I learned that making one pair of jeans once used 60 liters of clean drinking water. That's why it is very important to me that my jeans are produced with less water technology. I also feel great in recycled cotton clothes. I never throw away my old clothes; I give them to friends. If something tears, it becomes a cleaning cloth at home or I take it for recycling. I always carry my bag, which is a fashion hit, so I use fewer plastic bags. Sometimes, as part of clothing recycling, I shop vintage pieces second-hand. Lastly, I love when my purchases come in recyclable packaging!"

Katarina Gobeljic

"My mother taught me early that trees are the source of life. Planting trees means giving life and oxygen. Therefore, I have been actively participating in reforestation actions for years, often volunteering locally in Kraljevo, my hometown. I also take part in company initiatives where we plant new trees step by step, to do more than we take from nature. It's my small contribution to the planet."

Nena Stevancevic

"I live in the Voždovac municipality of Belgrade, work in the city center, and my closest friends live far away, so I'm constantly on the move. Four years ago, I realized that my car contributed to poor air quality. Therefore, I purchased a bike, reducing one car from the street. Besides reducing air pollution, cycling improves my fitness and health."

Nadja Povrenovic

"At the end of last year, I stayed with friends in Amsterdam, where recycling and waste sorting is a normal part of everyday life. After returning to Belgrade, I set up separate bins for paper, glass, plastic, and cans in my home. It took some time to make recycling a routine, especially when packaging combines materials, but now I do it automatically. I am fortunate to have separate recycling bins near my house, though if they weren't there, I would definitely get involved with waste disposal."

Nikola Filipovic

"Environmental awareness starts at home, which is why I separate kitchen waste and recycle plastic packaging. Instead of chemical fragrances, I use 100% natural essential oils. I also prefer showering to filling the bathtub to reduce water consumption. I replaced all classic bulbs with energy-saving ones. One simple thing everyone can do is clean with vinegar instead of conventional detergents with harmful ingredients, as it’s a natural way to kill bacteria and germs."