The City of Lights is home to Re/Done’s first international retail location.
Re/Done Paris on 22 Rue de Grenelle offers a new option for vintage collectors and sustainable fashion aficionados looking for unique styles that stand apart from the mass-produced garments sold in most brand stores. The French location adds to Re/Done’s store footprint in West Hollywood and Malibu in California, as well as The Hamptons in New York and Miami.
The new store features an edited assortment of Re/Done’s best-selling products including reconstructed Levi’s denim as well as vintage marketplace collectibles that nod to Parisian culture. The custom store is influenced by architect Rudolph Schindler’s early mid-century interiors and integrates the brand’s commitment to responsibility.
“Like Americans, the French have an equally strong affinity toward vintage, denim, and California culture. However, until now, there’s never been an opportunity to really experience our brand or product in Paris,” said Cynthia Mittweg, Re/Done’s head of brand. “Re/Done Paris is an opportunity to give the city a seamless introduction to Re/Done with a truly in-depth perspective into our brand ethos.”
The store opening comes after Re/Done’s Paris Fashion Week runway debut in March through its partnership with Sheltersuit, a non-profit organization that upcycles materials into wearable, streetwear-leaning “shelters” for people experiencing homelessness. Re/Done contributed three upcycled denim pieces for Sheltersuit Label’s inaugural collection of multilayered styles that do double duty as clothing and sleeping-bag-style protection against the elements for unhoused people.
Since its launch in 2014, Re/Done has created limited-edition premium designs turning existing garments into new fashion. The Los Angeles brand reinvents past styles from American heritage brands including Levi’s, Hanes, and Bass.
Earlier this summer, Re/Done embarked on a SoCal road trip with Ford to promote a fashion capsule collection celebrating the two brands’ penchant for vintage style and interest in sustainability. Ford’s new F-150 Lightning electric truck is towing the “all electric mobile popup” through August.
Re/Done isn’t the only denim-focused brand in expansion mode.
Good American is gearing up to open a Los Angeles-area flagship location at the Westfield Century mall with two additional stores to follow. Closed also chose L.A. as the site of its first U.S. store, a temporary location open through the end of the year.
And Gap Inc. is putting a new spin on the store experience by opening so-called “Co-Lab” maker studios inside its renovated San Francisco headquarters where visitors can observe creative teams at work on Old Navy, Gap and Banana Republic products.