Clothing brands adopt repair services to attract Gen Z consumers

Apparel companies including Levi Strauss & Co., Uniqlo, and Primark are increasingly offering in-store repairs and sewing workshops to attract Generation Z consumers. This strategy aims to appeal to younger shoppers who prioritize sustainability and cost-savings by adopting a “fix it, don’t ditch it” mindset.

Levi Strauss & Co. has launched the “Wear Longer” program, which includes handstitching courses for high school students to teach essential skills such as hemming, patching holes, and sewing buttons. While luxury brands and specialty retailers like Patagonia have provided repair services for years, the trend is moving into mainstream casual and budget retail as the fashion industry faces mounting pressure to address textile waste and environmental impact.