Swabwits | Swaprad GmbH
True to the motto of “buy better, wear longer”, the legendary denim brand Levi’s ® is constantly looking for ways to become a more enduring brand. In this research, Levi’s ® explores a shared vision with Swapfiets, the world’s first company to offer bikes as a service (bicycle membership).
Levi’s® and Swapfiets unite in a unique campaign for consistency and sustainability
Rebels on Two Wheels: The Double Denim Riders for a Better Future
Amsterdam/Berlin, June 16, 2022 – True to the motto of “Buy Better, Wear Longer”, legendary denim brand Levi’s ® is constantly looking for ways to become a more enduring brand. In this research, Levi’s ® explores a shared vision with Swapfiets, the world’s first company to offer bikes as a service (bicycle membership). Real change happens when people unite. This is exactly what both brands did to start a movement based on their shared vision: The Double Denim Riders. By combining the durability of Levi’s® products with the reduced carbon footprint of cycling, both brands strive to lead by example and create lasting change in sustainable fashion and lifestyle.
Rider double denim
The double denim stirrups are the heroes of this special mission. Like the Rebels for good reason, they drive around different cities to spread the message of the importance of durability by using bikes and wearing denim clothes that stand the test of time.
Equipped with Levi’s ® double denim look and durable Swapfiets bike, the blue wave has already conquered Amsterdam and Berlin and launched a campaign intended to inspire and spread to the rest of Europe.
Because their clothes and bikes share more than just the color blue – they share values and goals. “The Double Denim Riders exemplify the philosophy of making better, smarter decisions. They share a love of durability and conscious ownership, but most importantly they want to ride with you for a better future,” adds Quentin Renson, Levi’s ® Marketing Revitalization Director. “The biggest goal of this campaign is to inspire consumers and encourage them to behave in the same way,” he says.
Swapfiets is the world’s first organic bike. For a fixed monthly fee, you get a bike that always works. Just as you can get your Levi’s® jeans fixed at the Levi’s® Tailor Shop, Swapfiets fix their bikes: If you need a fix, it’s done within 48 hours. If the problem cannot be resolved within 10 minutes, another bike will be provided. ‘Own Less, Use More’ is what Swapfiets stands for and with Levi’s ® ‘Buy Better, Wear Longer’, it makes sense that the two brands combine their mission for a better future with greener cities and eco-friendly lifestyles.
“Own less, use more: this is our basic idea. This leads to a carefree journey and reduced overconsumption. We have found common ground with Levi’s ® brand, which uses durable materials and delivers Tailor Shop service,” states André Illmer, General Manager for Swapfiets Central Europe.
How to become part of the movement
Until the end of August, all Levi’s ® members receive the first month of 3-month bike Swapfiets membership free of charge and pay no registration fees when shopping at participating Levi’s ® stores for €75. Swapfiets members get an exclusive recycled denim bike bag filled with extra gear for their bike free of charge as part of the Levi’s® loyalty program.
Levi’s® stands for classic American style and casual cool. Since their invention in 1873 by Levi Strauss & Company, Levi’s® jeans have become one of the world’s most iconic garments – and have captured the imagination of loyal fans for generations. Today, the Levi’s® brand portfolio includes many unparalleled innovations in the apparel industry. Available in more than 110 countries, our denim and accessories products enable people to express their personal style. For more information about the Levi’s® brand, its products and stores, visit levi.com.
Swapfiets is the world’s number one Bicycle as a Service company. Founded in 2014 in the Netherlands, it has rapidly developed into one of Europe’s leading micro-mobility providers with over 260,000 members in the summer of 2022 in the Netherlands, Germany, Belgium, Denmark, France, Italy, Spain, Austria and Great Britain. The concept of Swapfiets is simple: For a monthly fee, Swapfiets members receive a fully functional bike or electric vehicle for their own use. If necessary, repair service is available within 48 hours at no additional cost to either repair the two wheels or directly replace them with a refurbished on-road example.
Sebastian Hesse, Big Bang & Whisper (PR Agentur) im Auftrag von Swapfiets | Swaprad GmbH, Pliniusstraße 8, 48488 Emsbüren