From Uniqlo to Zara, clothing brands try to win over Gen Z with a needle and thread

Clothing brands such as Uniqlo, Levi Strauss & Co., Uniqlo, and Primark are experimenting with in-store repairs and sewing workshops to appeal to young consumers who prioritize saving money and the environment. Levi's has expanded its Wear Longer program across the U.S., teaching students how to sew buttons, hem pants, patch holes, and fix tears over a 90-minute session.

The program is aimed at empowering young consumers with skills to extend the life of their garments, which is a crucial step in reducing textile waste. While mending is just a small part of the solution to the fashion industry's environmental challenges, it represents a growing trend as Gen Z - those born between 1997 and 2012 - seeks alternatives to fast fashion and excessive consumerism.