Levi's strikes deal with Re/Dun to eliminate confusion with new collaboration

Levi’s just recently announced its newest deal in apparel. The company decided to join forces with start-up Re/Dun to pay royalties for Levi’s secondhand garments.

Re/Dun, launched in 2014 by founders Sean Barron and Jamie Mazur, gained a reputable standing as a sustainable, vintage denim brand. Teaming with Levi’s, their collaborative label Re/Done will retail their premium denim for approximately up to 270 dollars. The Los Angeles-based label has used the iconic all-American brand Levi’s for their reconstructed, eco-friendly denim. Re/Dun doesn’t buy the garments directly from the company, but instead sources it from companies that gather used clothing. The goal of the partnership is so that customers won’t get confused as to where the actual product is coming from. Levi’s will not be responsible for any compensation or assistance from any products that are bought from the Re/Done collaboration. In this agreement, Re/Done will make a royalty payment for each pair of Levi’s jeans that are used. Levi’s will also bring the royalties into their marketing department.

Levi’s Strauss & Co. has been an established denim company since 1853. Founded by Levi Strauss, the iconic brand became known for its quintessential invention of the American blue jean. The company currently employs more than 17,000 people worldwide and supports brands such as Dockers and Denizen. The company operates over 2,800 stores globally. The company’s revenue was reported in 2013 as 4.68 billion dollars.