LA-based label Re/Done is the It-girls’ secret weapon.
At the beginning, it was just me, Jamie and a couple of sewers. After a tedious nine months of product development – creating one mid-rise modern skinny fit, and one perfectly slouchy, borrowed-from-the-boys relaxed fit – the first run of 300 pairs sold out in 12 minutes from our direct-to-consumer site. A waiting list with thousands of people sparked demand for more, and so it began.
: Levi’s is the most iconic denim brand around the world, so it only made sense to start there. We take advantage of the abundance of beautiful vintage jeans sitting in rag houses around Los Angeles that nobody wants because the fit is off or they’re damaged. The reason pre-loved denim is so great, after all, is because someone bought them brand new and wore them for years to develop unique, natural fade patterns.
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