Levi’s has rolled out its Wear Longer project, which is designed to promote repair, to the UK and French capitals.

Following the successful launch in the US market last January, the programme has reached nearly 90,000 young people across the States through in-school lessons and local workshops.

The denim giant is know looking to connect with Gen Z customers across Europe. According to research carried out by Levi’s, 43 per cent of young people in Europe are interested in repair, whilst acknowledging that they do not have the basic skills.

Wear Longer therefore combines video tutorials, translated content and workshops led by volunteer staff, to focus on educating shoppers.

Alexis Bechtol, director of community affairs at Levi Strauss & Co, explained: “The Wear Longer Project was created to equip young people with practical repair skills, rather than to boost sales or measure customer loyalty.”

“Stores provide a way to roll out the programme by offering an engaging setting for certain workshops, but the aim of the project is to help young people acquire new skills.”

Earlier this year, Levi’s introduced a premium made-to-order service at its Soho Atelier, with custom jeans priced from £650.

The denim giant is offering customers a one-to-one tailoring experience at its Great Marlborough Street store in London, allowing shoppers to create personalised jeans using premium selvedge denim, finishes and hardware.

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