Recognizing that we only have one planet, the Levi’s® brand has taken a sustainable approach to a new concept space centering around longevity and circularity. Levi’s® Haus, London in Soho is the first of its kind within the brand’s portfolio – the space serves as a new blueprint for an in-store consumer experience; a physical brand hub defined by creativity and a circular-economy concept, making Levi’s® last even longer.
“This unique concept store… will serve as the new home for your every need when it comes to extending the life of your denim,” said Richard Hurren, Vice President of Retail, Levi’s® Europe. “Whether it’s a simple patch repair by our tailors, or the chance to create something entirely new from your pre-loved Levi’s®, there is something to suit every price point and every creative idea.”
Introducing Levi’s® by Levi’s®
The brand has also launched a new product solution – Levi’s® by Levi’s® – made from entirely repaired, reimagined and recycled Levi’s® product and only available at Levi’s Haus, London. Made exclusively of Levi’s® back catalogue – namely faulty and returned items we could never sell before, as well as donations from employees and consumers – the product range encourages shoppers to purchase more thoughtfully and sustainably.
Levi’s® is also offering a 10% discount for any donation made via the in-store digital donation experience to consumers donating their previously loved Levi’® via the interactive donation wall. The user receives a direct deposit of ‘500 coins,’ which translates into 10% off new purchases via the Levi’s® 24/7 app. The coins can also be used in-store or online at levi.com.
Sustainable on every level
In addition to offering services and collections like a made-to-measure Lot 1 bespoke denim service and our Levi’s® Vintage Clothing line, the store also houses a Levi’s® Tailor Shop, the brand’s renowned customisation and repair service, making Levi’s® Haus, London the ultimate destination to see denim through its entire lifespan, and beyond.
The team of in-house expert tailors will help extend the life of old Levi’s® — no matter what condition they’re in — in any of three ways:
- Repair: Consumers are invited to bring their well-worn denim where tailors are on hand to stitch, patch repair and customize your favorite Levi’s®. Repurposing and repairing clothes requires minimal additional energy input — no water, no dyes, no global transportation and no power needed to make more jeans.
- Reimagine: The brand is partnering with Indigowares, a company dedicated to making well-crafted, low environmental impact designs using organic indigo dye. Founded by textile artist Lisa Reddings, Indigowares brings its unique dip-dying and shibori techniques to reimagine a range of Levi’s® iconic products, from Trucker jackets to 501® jeans, ensuring that each piece is truly one-of-a-kind.
- Recycle: Levi’s® by Levi’s® also uses recycled product and materials to create accessories, including bucket hats, tote bags and bum bags. Hand crafted by the Working Well Trust in Tower Hamlets, London, no two accessories are the same.
While recycling technologies continue to be improved and refined, we can make an impact now by encouraging consumers to rethink how they shop. Old is new – and that’s the future.
“Sustainability is a partnership – consumers want new product and new product excites us all. But we want to be mindful and conscious of the impact shopping habits have on the planet,” Richard said. “Longevity and circularity are at the core of Levi’s® as it transitions to the future of fashion as part of a commitment to making fashion sustainable, creating a space for fans and creatives alike to come together to not only love what they wear, but to live with it longer.”
