Levi's has announced the expansion of its Levi's Wear Longer Project to Londres and Paris, according to WWD. This free clothing-repair education programme, aimed at young people and local communities, was launched in 2025 in the États-Unis, where the brand says it has reached nearly 90,000 young people this year.
An expansion driven by two pilot cities
The European expansion will roll out in Londres and Paris through ambassador employee training and hands-on learning experiences for young people. In Paris, United Repair Center (URC) will help connect repair education with professional services in certain Levi's stores, ahead of a rollout to other sites in France by the end of the year.
URC, a long-standing Levi's partner on repair and a new partner of the Denim Deal, will bring its expertise to the hands-on experiences organised in both cities. Its founder, Thami Schweichler, describes the partnership as building « un mouvement de marques et de clients, transformant l'industrie de l'habillement pour le mieux et faisant basculer le scénario de la consommation vers une possession responsable de nos vêtements ».
A knowledge gap among Generation Z
The expansion responds to a lack of clothing-repair knowledge observed among Generation Z in Europe. A brand study indicates that 43% of consumers in this generation show more interest in repairing or learning to repair than older generations, despite having one of the lowest levels of basic knowledge, on a par with millennials.
French subtitles for video tutorials are now available on the Wear Longer Project website and on the Discovery Education platform, widening access for French-speaking learners and educators.
A partnership already established across the Atlantic
In the États-Unis, the partnership between Levi's and Discovery Education is said to have reached more than 100,000 students in its first nine months, according to Catherine Dunlop, senior vice president of corporate partnerships at Discovery Education. Paul Dillinger, vice president of design innovation at Levi Strauss & Co., is also associated with the programme.
