RE/DONE

How Levi’s helped define these cool young brands



re/Done upcycled jeans

Oh I do like a happy marriage! What could have been a fraught, competitive relationship has ended in harmony with Levi’s and RE/DONE joining forces recently at Coachella for a bit of a denim-ed up love-in.

If you remember, RE/DONE launched its denim brand last year on the basis of repurposing old Levi’s 501s by re-cutting them into a slightly more contemporary fit. The success of RE/DONE arguably led to the Levi’s 501 revival (ahem, have you seen me in the current campaign?) and happily both brands have seen fit to align in a formal collaboration, rather than compete. (more…)



Perfect pairing: RE/DONE jeans + modified Margiela



Re/Done jeans Martin Margiela jumper

My best ever denim discovery was the in-house hem shortening service at the Levi’s flagship store. My second best could well be RE/DONE, the L.A denim brand that does the modifying for you.

I’m old enough to have a deep connection to Levi’s 501s, the iconic jean that hooked me in the 80s, hung on in the 90s, slightly lost us in the 00s and is back and thriving in 2015. But while the market for new or new-old is healthy, it seems there’s still a hunger for genuine, aged, lived-in Levi’s jeans, which is where RE/DONE comes in. (more…)