Jaden Smith and Emma Chamberlain Work With Levi's to Reduce Our Carbon Footprint: "It's Cool to Thrift"

"After seeing first-hand the limitations of clean drinking water, longtime brand partner and like-minded thinker Jaden made it his goal to raise awareness around our planet's limited resources. What resonated most with Jaden about this campaign is that when people are aware of how difficult it is to make the product that you're over-consuming, then it gives us the proper information to think, 'Okay, I'm not going to buy this a million times for this reason.' For his generation right now, he feels that transparency is the most important thing," Levi's stated in the brand's press release.