Experts say that in the most troubled times, creative behavior progresses, perhaps because people seek new balances. Positive instabilities happily shift away from previously established codes and standardization. We agree. In recent years, in terms of fashion, new brands have emerged which managed to shake our minds with romantic ideas that not everyone can access.
This is the case of RE/DONE, a brand of jeans with such an interesting story that many celebrities have already fallen at its feet.
RE/DONE was founded to honor historical brands, to show that an ethical clothing line can compete in the luxury industry and re-establish each person’s individuality.
A sentimental story, an eco-friendly background and a unique design. One only needs to notice the work involved in each of the RE/DONE jeans to understand their price. They come from jeans nobody wanted, recycled by a Los Angeles company, disassembled and sewn back again through an upcycling process, ensuring overwhelmingly beautiful and unique pieces.
And why upcycling? Easy. For Jamie Mazur, co-founder along with Sean Barron, the current fashion system has a problem: the brands that launch collections every week. It’s what we call fast fashion (Zara, Mango, H & M, Primark… for example). The relentless need for consumption is destructive to the environment and to humanity – he states.
The essence of RE/DONE is an unconditional love for denim, and it has sneaked into the closets of singers, models and celebrities all around the world.
According to Jamie Mazur, he has always been passionate about denim. When I saw girls wearing Levi’s vintage, I always noticed they looked better than in any other jeans: every jeans’ wear is unique and their discoloration is an art, because it depends on the garment’s personality. That’s why, every jean-specialized brand seeks to perfect the washing technique.
In most cases, the worn look is achieved with corrosive chemicals and that isn’t good for the planet because, in most cases, those chemicals end up near a river, or worse, on our skin. RE/DONE has provided a solution to this problem.
We set ourselves a challenge: to recycle Levi’s jeans for men and adapt their shape to the modern woman. It isn’t easy: For every 5 pairs of jeans that we recycle, only 2 or 3 can been reused, as long as the person working with them know what they’re doing, if not, there’d be less reusable jeans.
RE/DONE is a movement that seeks to rescue individuality in the luxury sector, a movement that allows brands to be eternal, a movement that believes in the power of sustainable fashion.
After reinventing several jeans, Mazur began to wonder if one could make this experiment on a large scale. Then he met Sean Barron, with a long history in the fashion industry, making him the perfect person to create a company. After elaborating our process and making adjustments for about a year, we launched RE/DONE on July 2014.
Rebuilding vintage jeans is an art. Each piece is a world and not all are good. It definitely makes the process more difficult. When the old jeans arrive at our office, we classify them one by one to find the most beautiful and interesting pairs for reconstruction. The chosen pair is sent to be washed (our washing process involves two washes, once at the beginning and again at the end.) We consume the same amount of water as when we wash them at home). Then, the jeans are shipped to our factory, located in downtown Los Angeles. They undo the seams, and rebuild them based on the patterns we’ve developed. Throughout this process, we measure the jeans at least 3 or 4 times to make sure we’ll get what we want. Once it’s been rebuilt, the jeans undergo the second wash. Then we re-adjust them, add the RE/DONE label, rivets and buttons, and send them back to the office, so they can be photographed and uploaded to our website. Definitely, our work shows an unconditional love for jeans.
A RE/DONE pair of jeans costs about 285 dollars, which is about 268 euros.
With these jeans, RE/DONE takes us back to the old days when, as we grew up, our mother fitted our clothes to our little sister’s body. And that began a trend. Mazur is happy because he believes there’s been a strong reaction against fast fashion. Consumers are re-prioritizing quality over quantity – he states. The tides are changing, whether we like it or not, and that’s good news. We really believe that RE/DONE is part of a movement that is taking over and sustainability is here to stay.
Of course, for Mazur, the success of an ecological or ethical fashion brand lies in their garments fitting well. In the end, that’s what matters. If our jeans don’t fit well, people won’t buy them, no matter what ethical and ecological aspects they integrate.
Finally, he tells us about Elon Musk, one of his heroes. Musk is known for having created the first viable electric car in the modern era (Tesla Roadster), SolarCity (which supplies renewable energy to Tesla cars) and Hyperloop (the name of the aerospace transport company SpaceX, for transporting passengers and goods in high speed vacuum tubes). For those who don’t know it, Musk also created PayPal, the largest online payment system in the world. His commitment to sustainability is an inspiration – he concludes.