Tap­ping into a uni­ver­sal de­sire for com­fort­able, worn in and great fit­ting jeans, Re/done has come up with a flaw­less for­mula. The clincher? They’re re­cy­cled.

Bespoke - - THE CONTENTS -

Don’t let the con­cept fool you, though. These are de­signer jeans with the price tag to prove it. Sure, they may be made from vin­tage, aged Levi’s jeans bought in bulk from se­cret sources, but the idea be­hind it is a new­fan­gled one. “We ini­tially set up to build a com­mu­nity, not just a brand. When you fig­ure out what’s im­por­tant to peo­ple, you can talk to them not just about jeans, but about things like sus­tain­abil­ity, Amer­i­can her­itage and man­u­fac­tur­ing prac­tices,” says Sean Bar­ron, who co-founded Re/done with Alessan­dra Am­bro­sio's hus­band, Jamie Mazur. Speak­ing from Los An­ge­les, where Re/done is based, Baron ex­plains why he thinks his prod­ucts are so pop­u­lar. “We gave them some­thing they couldn’t get be­fore, which is in­di­vid­u­al­ity. Each pair of jeans is dif­fer­ent.” That’s be­cause, though the cuts are stan­dard­ised, each one has a story to tell through its fab­ric, like per­haps even that of a long-dis­tance truck driver. In fact, con­sumer de­mand for vin­tage styles is on the rise, and up­cy­cling old Levi’s denim – a brand with a 164-year her­itage – is part of a broader re­vival in 1990s-style fash­ion and nos­tal­gic sen­ti­ment. As a re­sult, Levi’s has seen a surge in li­cens­ing agree­ments with pre­mium brands. But back to Re/done, a la­bel that’s been some­what spear­head­ing the way. With its novel ap­proach to com­mu­nity mar­ket­ing and its mas­tery of e-com­merce, it has now di­ver­si­fied its pro­duc­tion by ad­ding Re/done Orig­i­nals (made with new denim, not just to cre­ate vol­ume, but be­cause they wanted to in­fuse stretch into the Levi’s fab­ric), leather jack­ets and a t-shirt col­lab­o­ra­tion with Hanes. “We looked at shapes from their archives and re­made the shapes with a more mod­ern in­ten­tion.” There’s also the re­cent block­buster col­lab­o­ra­tion with Cindy Craw­ford. “I saw a post of her on In­sta­gram, a pho­to­graph of her from the 1990s wear­ing Levi’s – that said ‘Rock­ing Re/done be­fore Re/ Done was born’. We de­cided to work to­gether, and af­ter six or seven months we came up with this de­sign.” The fit Craw­ford brought in from the nineties was ul­ti­mately al­tered with a looser leg and a mid-rise in­stead of a high rise. The style has sold out many times over since it came out in Au­gust. In fact, what started off as a lo­cally minded project is now a ma­jor re­tail brand mak­ing its way into more than 300 stores across 26 coun­tries. And with a hush-hush col­lab­o­ra­tion in the off­ing with a ma­jor Amer­i­can shoe brand com­ing up next Spring, we’re bet­ting jeans are just the be­gin­ning for this Amer­i­can suc­cess story.

Above, from the left: Laugh­ing to the bank. Jamie Mazur and Sean Baron's brand buys old Levi's, washes them, cuts them apart, presses them open and puts a new pat­tern on top, cuts them to that pat­tern, and sews them back up. That's why it's called...

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