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Back in July, we introduced you to Re/Done, a rising e-commerce company founded by fashion vets Sean Barron and Jamie Mazur that are known for breathing new life into vintage denim—primarily Levi's—at its factory in the heart of DTLA. Given that Re/Done reinventions sell like crazy thanks to celebrity fangirls like Erin Wasson, Gwyneth Paltrow, Bella Hadid, and Mazur's fiancé Alessandra Ambrosio, Levi Strauss & Co. wants in on the action.
WWD reports that "in an unconventional deal for the apparel industry," Re/Done has agreed to "pay royalties for the secondhand Levi's-branded garments it reconstructs to fit a modern woman's body with contemporary styling [...] Re/Done doesn’t buy the well-worn denim directly from Levi’s, which has annual sales of over $4.75 billion. Instead it sources from various companies that pick through heaps of worn clothing. But it uses only Levi’s garments for its business. Therein lies the opportunity for both confusion and collaboration, according to Levi’s."
So, what does this mean for the future of Re/Done? The company will continue exclusively using vintage Levi's, but all of its products will now have a cobranded leather patch stitched onto the waistbands. The collab doesn't end there: Re/Done and Levi's are also teaming up for a New York Fashion Week event, which we're sure will be an It girl playground.
Props to Levi's for playing nice.