LONDON — Re/Done is adding menswear to its repertoire.

The cool Los Angeles-based label known for giving vintage Levi’s denim a recent life has two big singular visions for 2023: to launch men’s successfully and maintain a gradual pace of business in the present climate crisis, said Jamie Mazur on Zoom, cofounder of Re/Done with Sean Barron.

The thought to enterprise into the lads’s market had began pre-COVID-19, however the operation was paused to give attention to the remainder of the business because the world went into lockdown.

“We’ve done so many various projects inside Re/Done, so that is the primary time I’ve actually felt like I actually get to actually give attention to it,” said Mazur, whose men’s collection launches Tuesday.

The brand’s ethos of upcycled, recycled and deadstock fabrics will proceed into the lads’s category that features knitwear using upcycled Hanes T-shirts and double V sweatshirts; shirting constituted of vintage Japanese textiles; and straight, slim and loose denim styles inspired by the ‘50s, ‘60s and ‘90s.

The concept of Re/Done is all about reconstructing old Levi’s into recent styles, which is what inspired Mazur to start out the brand. Re/Done has upcycled nearly 200,000 pairs of Levi’s.

“After we first began Re/Done, I might buy vintage Levi’s and tailor them myself after which I noticed girls were doing it and girlfriends of mine that were stylists were doing it too,” said Mazur, explaining that the explanation he began the label was to make what he was doing for himself “available to men and girls.”

When Mazur began Re/Done with Barron, the ladies’s category got here first for the sake of the business. Mazur believed, “when you’re going to earn cash in fashion you’re going to make women’s clothes. Now it’s a special beast because men’s fashion is just as necessary,” he said.

Working with Levi’s and Hanes T-shirts has all the time felt quite “masculine” to Mazur, which is why he’s never felt misplaced when creating clothes for Re/Done.

“We have now had plenty of skinny men buying women’s jeans over time,” said Mazur. He’s often met with questions from customers whose boyfriends have asked when Re/Done will launch menswear.

Mazur is candid about not overachieving in 2023 due to the cost-of-living crisis happening immediately — he’s joyful being fixed on Re/Done’s current success and homing in on the lads’s launch. 

“We’re pausing doing anything anywhere just to take care of [what] we now have and if things change in the following yr we’re going to get back on opening stores,” said Mazur, whose ambitions are still in high spirits about opening a store in London after the nice and cozy welcome they encountered of their Chiltern Street pop-up store.

In July 2022, Re/Done opened a retail store within the seventh Arrondissement of Paris, in the center of Saint-Germain as a part of its expansion. International markets account for 40 percent of the brand’s site traffic, wholesale represents 55 percent of the business, while direct-to-consumer on e-commerce and brick-and-mortar is 45 percent of the business.

The label can be celebrating its tenth anniversary next yr — over time, Mazur’s biggest challenge has been launching ready-to-wear because “it’s really hard to take something and make something recent out of it that you just actually need to wear or resonate with people. Our goal was all the time to only proceed to upcycle and be sustainable.”