Re/Done Launches Apparel, Men’s Denim – WWD

LONDON — Re/Done adds menswear to its repertoire.

The sultry Los Angeles-based label known for giving new life to vintage denim Levi’s has two singularly grand visions for 2023: successfully launching menswear and maintaining a steady pace of business in the current climate crisis, says Jamie Mazur at Zoom, one of the founder Re/Done with Sean Barron.

The idea to venture into the men’s market had started before COVID-19, but the operation was temporarily halted to focus on other businesses while the world was in lockdown.

“We’ve done so many different projects on Re/Done, so this is the first time I really feel like I’m really focused on that,” said Mazur, who unveiled a men’s collection Tuesday.

The brand’s ethos of recycled, recycled, and deadstock fabrics will continue in the men’s category which includes knitwear using recycled Hanes T-shirts and double V tees; shirts made of vintage Japanese textiles; and straight, sleek, and loose denim styles inspired by the 50s, 60s, and 90s.

The Re/Done concept was about reconstructing old Levi’s into a new style, which inspired Mazur to start the brand. Re/Done has recycled nearly 200,000 pairs of Levi’s.

“When we first started Re/Done, I would buy vintage Levi’s and customize it myself and then I would see girls doing it and my stylist boyfriend did too,” says Mazur, explaining why he started the label. is to make what she does for herself “available to both men and women.”

When Mazur started Re/Done with Barron, the women’s category came first for business. Mazur believed, “if you want to make money in fashion, you’re going to be making women’s clothing. It’s a different beast now because men’s fashion is just as important,” he said.

Working in Levi’s and Hanes T-shirts has always felt quite “masculine” to Mazur, which is why he never feels awkward creating outfits for Re/Done.

“We’ve had a lot of skinny guys buying women’s jeans over the years,” says Mazur. He often gets questions from customers asking when Re/Done will be launching menswear.

Mazur has been candid about underachieving in 2023 due to the current cost-of-living crunch – he’s happy to be fixing on Re/Done’s current success and following the launch of men.

“We stopped doing anything anywhere just to maintain [what] we have and if things change in the next year we will be back opening shop,” said Mazur, whose ambitions are still burning to open a store in London after the rave they met at their Chiltern Street pop. shop.

In July 2022, Re/Done opened a retail store in Paris’ 7th Arrondissement, in the heart of Saint-Germain as part of its expansion. International markets account for 40 percent of a brand’s website traffic, wholesalers represent 55 percent of business, while direct-to-consumer in e-commerce and brick-and-mortar is 45 percent of business.

The label will celebrate its 10th anniversary next year—for years, Mazur’s biggest challenge was launching ready-to-wear because “it’s so hard to take something and make something new out of it that you actually want to wear or resonate with. people. Our goal is always to continue to upcycle and be sustainable.”