London retail remains in a state of recovery as new lockdown measures go into effect this week, but a new retail concept by denim giant Levi’s keys into consumer values that call for doing more with less—a narrative that has grown in popularity since the start of the coronavirus pandemic.
Located on Great Marlborough Street in SoHo, the new Levi’s Haus London is an an example of the denim giant’s multi-prong approach to circularity, allowing consumers to shop sustainable products, pre-owned goods or update jeans they have in their own closets.
The concept store 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,” the company stated. The space is filled with details about Levi’s archives, London maps laser printed onto denim and eco-minded details like a back-office door that reads “Staff Only or David Attenborough,” in a nod to the famed U.K. broadcaster and environmentalist.
The store is the only home to Levi’s by Levi’s, a new “product solution” that is made entirely from Levi’s product that is repaired, reimagined or recycled. The selection is made exclusively of Levi’s back catalog, including faulty and returned garments that couldn’t be sold, as well as well as donations from employees and consumers. To incentivize more donations for the Levi’s by Levi’s line, the brand offers a 10 percent discount to consumers donating their unwanted Levi’s jeans.
The Levi’s by Levi’s product range encourages shoppers to purchase more thoughtfully and sustainably. “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,” said Richard Hurren, Levi’s Europe vice president of retail.
Levi’s recently added resale to its repair, recycled and reimagined approach to circularity. At the start of the month, the company introduced Levi’s SecondHand in the U.S., a buy-back program allowing customers to purchase secondhand jeans and jackets on Levi.com while also giving customers the opportunity to turn in their worn jeans and jackets in Levi’s stores for a gift card towards a future purchase.
Levi’s by Levi’s is the brand’s U.K. answer to the buy-back program. Along with keeping garments in use for longer, the collection makes use of local talent in textiles and garment making.
The line uses recycled product and materials to create one-of-a-kind accessories, including bucket hats, tote bags and fanny bags. The recycled goods are handmade through a program with London-based Working Well Trust, an organization that finds works for people with disabilities.
For the “reimagined” aspect of the collection, the brand is partnering with Indigowares, a company founded by textile artist Lisa Reddings that is dedicated to making low environmental impact designs using organic indigo dye. Indigowares brings its unique dip-dying and shibori techniques to revamped items like classic 501 jeans and Trucker jackets.
The store also features a Levi’s Tailor Shop, where consumers can bring in their worn-in jeans to be repaired or customized with a new look.
“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,” Hurren said.