“Most of these companies - heritage brands - are these huge mass-market brands, that aren’t really thinking, ‘Hey, how can I build a twenty- to thirty-million-dollar division, appealing to the luxury market?’” Mazur said. In Europe, the luxury brands - Prada, Balmain, Balenciaga - are heritage brands, whereas in the US, the heritage brands don’t have a share of the luxury market. “The company’s all about embracing these American heritage brands that have pioneered fashion in so many ways, but aren’t necessarily celebrated in the luxury space,” said Mia Zee, who heads up Re/Done’s marketing.
Levi’s approached Re/Done to create a co-branded label, licensing the name of the company for the first time in its 163-year history. When their initial run of 100 pieces sold out almost immediately, the duo knew they had a winning idea. So Mazur worked with Barron for nine months to develop a pattern that could transform old vintage jeans into a tailored modern-fit garment.
“A lot of my cool girl friends that are in fashion all bought vintage Levi’s and tailored them, so they fit them perfect like modern jeans,” he said. Mazur started Re/Done after noticing a trend in the women’s denim market. Inside, Mazur and co-founder Sean Barron oversee an open-concept office, dozens of employees and a trove of vintage Levi’s. Outside of the nondescript beige building an older woman sells jugos frescas. And that’s why they’re beautiful.” Re/Done’s office and factory is located in an industrial area south of Boyle Heights. “So the reason vintage Levi’s are great is that someone actually bought them brand new and wore them for years and they developed a natural fade. “New jeans, when they’re made to look old, look fake,” said Jamie Mazur, the co-founder of Los Angeles-based Re/Done.
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