• by Sarah Mahoney , 4 hours ago

As part of its ongoing focus on longevity, resale and repair, Levi’s is rolling out the Wear Longer Project, a new education effort aimed at high school students. The company’s research shows 59% of Gen Z respondents say they can handle basic clothing repairs like sewing on a button or patching a hole. That’s not nothing, but it stands in contrast to 79% of boomers and 81% of Gen X, who grew up sewing out of necessity. For a brand built on durability, that generational difference isn’t just trivia. Levi’s also found that 35% of Gen Z say they’d keep clothes longer if they had stronger repair skills, a finding that aligns with resale culture, personalization trends, and the fight against fast fashion waste.

Developed with Discovery Education, the Wear Longer Project is a free platform aligned to K–12 curriculum standards and aimed primarily at grades 9 to 12. The goal isn’t to turn Gen Z into professional tailors, but to make repair as normal as recycling, especially for the consumers most passionate about thrifting, customization and vintage styles.

The effort also plugs directly into youth culture. TikTok has pushed so-called “grandma hobbies” — crochet, quilting, needlepoint, visible mending — into mainstream trend status, and the thrift-driven personalization of denim is one of Levi’s strongest brand entry points. Giving teens the skills to hem jeans or sew on patches isn’t nostalgia – it may be a way to extend product life and deepen loyalty.

“We’ve spent more than 170 years designing clothes to be worn and loved for as long as possible,” said Michelle Gass, president and CEO of Levi Strauss & Co., in the announcement. “This project builds on that legacy by giving young people the confidence and tools to extend the life of what they already own.”

The program launched first in San Francisco through hands-on workshops at Levi’s Eureka Lab. Demand was immediate, with more than 240 students from the San Francisco Unified School District applying for just 60 slots. Additional workshops are planned throughout the year, including activations around Super Bowl weekend. Discovery Education will introduce the platform through its educator network, with Levi’s supporting through its own channels.