Secondhand Levi’s have been a thing for as long as I can remember. I can still recall the smell from the endless folded piles of denim at the Emperor of Wyoming, where after ten try-ons you *might* leave with your perfect fit and preferred shade of blue.
In 2015, vintage Levi’s hit the headlines when RE/DONE jeans arrived on the scene with its innovative model of tweaking old 501s to a modern fit. It was so successful that Levi’s decided to work with the founders than compete.
And this month Levi’s has launched its very own secondhand Levi’s microsite that buys back old, worn jeans to pass on to new customers. Some of the offer will include hand-picked vintage, but most will be part of the buyback scheme, which exchanges jeans for a gift card towards new product.
It’s not an entirely new concept. A.P.C and Nudie have offered similar services for a while, but this feels like the first time it’s being done in a mass way. It tells us that circular thinking makes business sense and is the best way to get other mass market brands to take the circular message on board.
Read more here.
WORDS: Disneyrollergirl/Navaz Batliwalla
IMAGE: Secondhand Levi’s
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