Re/Done opens its doors in Paris, marking its international expansion.
The Los Angeles-based brand, launched in 2014 by Sean Barron and Jamie Mazur, is known for reconstructing vintage Levi’s denim in modern styles.
Its commercial footprint can be found in West Hollywood and Malibu in Los Angeles, Miami and the Hamptons in New York, and now at 22 rue de Grenelle in the 7th arrondissement of Paris, in the heart of Saint-Germain.
“I wanted to be part of the local environment for my first store [in Paris]explained Barron, CEO of Re/Done. “Real Parisians go shopping in the Saint-Germain district.”
It’s an intimate space, at nearly 500 square feet. Like all Re/Done locations, it draws inspiration from mid-century design. This time it’s with a French twist. Based on an architecture by Schindler, amidst a timber frame, interior details include slipper chairs made by French designer Pierre Guariche.
“Our business is quite interesting in that we are very well known internationally, especially in the EU, and we have also worked hard to build the business in this territory, from wholesale channels to marketing. “, Barron said of the move. “People have fallen in love with the idea of what we’re doing in terms of sustainability with Levi’s.”
Re/Done has upcycled nearly 200,000 pairs of Levi’s, an offer that has worked well for the brand in Paris. With 40% of its site traffic coming from international markets, the Paris region accounts for 15%, Barron revealed. Wholesale accounts for 55% of the business, while direct-to-consumer sales on e-commerce and physical stores account for 45%, he added.
Besides Levi’s denim, the Parisian store will include another American stable – the Hanes t-shirt, which Re/Done has recreated in different styles using recyclable yarns. Also in store will be “market”, a curated section showcasing other vintage dealers.
“Europeans, especially Parisians, love vintage,” he said. Rigid, loose cuts are the trend, he added.
Next, the brand is focusing on the men’s launch, which is expected to debut in the spring of next year.