Repair is becoming a more visible part of fashion and consumer culture, but customers do not always want repairs to show. Toast offers a free repair service, while its genuine “refurbished” products sell for more than the originals because of their unique characteristics. Levi’s is now expanding repair workshops, initially emphasizing traditional techniques such as sewing on buttons and hemming.
Levi’s expands repair workshops
Levi’s, which has a long tradition of fan-led repairs using materials ranging from rhinestones to cuff fringe, is rolling out a workshop program this year. The company says its research shows that customers—particularly younger ones—want more repairs but do not know how to carry them out.
For now, the workshops focus on making repairs less visible rather than showcasing them. At a recent launch event in London, that appeared to match what Gen Z attendees wanted.
“I’m from East London, and when I see holes in my clothes, people say, ‘Ha ha! You’re poor!’” says Bianca, a 16-year-old student.
Theo, 19, said he wanted to learn how to repair clothing without making the work noticeable.
“I want [the jeans] just to see how they bought it in the first place,” he says.
Theo has a side job selling clothing at car boot sales and believes he could earn more by using traditional repair techniques. His friend Nicholas, also 19, said most people want to look “fresh.”
“Nobody wants to look like they came out of a dumpster,” he says.
Repair as a form of expression
Paul Dellinger, Levi’s head of global design innovation, believes that more creative forms of repair could become appealing as people develop their skills.
“No one has time to buy the perfect ‘fresh out of the store’ thing. That’s not cool,” he says.
“People want agency. Repairing is a sign of humanity. It’s not a mustard stain. It’s a memory of a great day at the ballpark.”
Source: www.bbc.co.uk
