From Uniqlo to Zara, clothing brands try to win over Gen Z with a needle and thread
Summary
Clothing companies like Levi’s, Uniqlo, and Primark are offering repair services and sewing workshops in stores to attract young shoppers. These efforts aim to help customers fix clothes instead of buying new ones, saving money and reducing waste.Key Facts
- Levi’s has a program teaching high school students how to sew on buttons, hem, patch holes, and fix tears.
- Repair and customization services are available at hundreds of Levi’s stores worldwide.
- Other brands like Uniqlo and Primark are also introducing in-store clothing repairs.
- These initiatives appeal mainly to Generation Z, who care about sustainability and saving money.
- Consumer Chloe Halprin shifted from buying trendy cheap clothes to secondhand and sewing repairs to reduce waste.
- The repair trend builds on long-standing practices by some luxury and outdoor brands.
- The goal is to extend the life of clothing and reduce the fashion industry’s textile waste.
- Levi’s calls this effort “Wear Longer” and is expanding it across the United States.
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