Shopredone

RE/DONE sells up-cycled vintage Levi’s denim and limited-run cotton basics priced $150-$400, placing it in the premium segment. Core categories are women’s and men’s jeans, tees, sweatshirts, and small leather goods. Distribution is direct-to-consumer through shopredone.com plus two flagship stores in Los Angeles and New York. The brand pioneered the luxury “reworked vintage” jean, dismantling old Levi’s and re-cutting them into modern fits while preserving original distressing and patches. Each pair is one-of-one, numbered, and listed with the era of the original jean, turning sustainability into a collectible story. Capsule drops with Hanes and The Attico routinely sell out within hours. Customers are 20-40-year-old fashion insiders who value scarcity, authenticity, and lower environmental impact over fast trends. They follow vintage-style influencers on Instagram and TikTok and are willing to pay premium prices for jeans that no one else will own. RE/DONE competes in the crowded premium denim space against labels that use new sustainable fabrics or heritage storytelling; it differentiates by starting with authentic vintage stock, guaranteeing zero new cotton in its core line, and marketing limited quantities that function like wearable archive pieces.