# Celebrity-Backed Jean Repair Campaigns Levi's Tailor Shops Launch to Promote Sustainable Fashion By Josh Thompson-Persaud | Published 2021-05-03 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/levis-tailor-shop References: [fastcompany](https://www.fastcompany.com/90627224/levis-wants-you-to-stop-buying-so-many-jeans?partner=feedburner&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+fastcodesign/feed) & [levi](https://www.levi.com/US/en_US/features/tailor-shop?clickid=1POxu2WwXxyLT2pwUx0Mo37DUkB0Eq13P1NFRk0&irgwc=1&camp=IR_10078_366459) Partnering with celebrity Jaden Smith, among others, [Levi's Tailor Shop](https://www.trendhunter.com/trends/number-that-changed-everything) was launched in an attempt to boost sustainability practices in the fashion industry. The shops cut down on fast fashion waste and overconsumption by offering a creative space where Levi's owners can repair and customize their jeans instead of throwing them away. With this move, Levi's aims to embrace a more circular economy with materials for new jeans drawn from recycled old jeans rather than from newly extracted raw materials. [Levi's Tailor Shops](https://www.trendhunter.com/trends/lulus) are a testament to changing consumer attitudes surrounding sustainability. The shops were launched after [Levi's Secondhand](https://www.trendhunter.com/trends/bold-denim-collections-levis-and-adsb-andersson-bell-join-forces-to-reimagi) store, opened in October, which sells pre-loved Levi's products. Levi's Tailor Shops are free to join and offer free shipping on every order. Image Credit: Fast Company / Levi's ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 68% | Activity: 64% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Sustainable Fashion:** The rise of sustainable fashion campaigns encourages sustainable production practices and attracts eco-friendly customers. - **Circular Economy:** The shift towards a circular economy promotes the reusing, repurposing and recycling of materials in the fashion industry. - **Do-it-yourself (DIY) Fashion:** The trend towards personalized fashion offers opportunities for DIY repair and customization, which caters to individual style choices and promotes creativity. ### Who This Affects Most - **Fashion Retail:** Fashion retailers will have to embrace sustainable practices and offer customizable solutions as consumers demand more eco-friendly and personalized products. - **Textile Recycling:** There is a growing need for textile recycling facilities that can disassemble and classify materials for re-use in new fashion products. - **Retail Technology:** Retail technology companies can offer point-of-sale systems and inventory management software to help fashion retailers implement sustainable and personalised fashion solutions. ## Related on Trend Hunter - [Tailored Retail Experiences](https://www.trendhunter.com/trends/nextgen-indigo.md) - [Clothing Repair Hubs](https://www.trendhunter.com/trends/clothing-repair-service.md) - [Brand-Collaborative Denim Staples](https://www.trendhunter.com/trends/lulus.md) - [Denim Take-Back Events](https://www.trendhunter.com/trends/target-5.md) - [Historical Fashion Experiences](https://www.trendhunter.com/trends/number-that-changed-everything.md) - [Sustainable Denim Brand Collabs](https://www.trendhunter.com/trends/amber-valletta-x-triarchy.md) - [Bold Denim Collections](https://www.trendhunter.com/trends/bold-denim-collections-levis-and-adsb-andersson-bell-join-forces-to-reimagi.md) - [In-Store Repair Workshops](https://www.trendhunter.com/trends/love-it-for-longer.md) - [Heritage-Honoring Immersive Campaigns](https://www.trendhunter.com/trends/the-number-that-changed-everything.md)