Vintage Levi’s 501 jeans for sale at luxury retailer Ron Herman have a story.
They were found stored in a box in someone’s garage where the denim pants had been stored for a long time. A phone call was made to Maurizio Donadi, an old Los Angeles vintage clothing collector.
As a former Levi Strauss & Co. executive, he knows blue jeans were made by San Francisco manufacturers in the late 70’s and early 80’s, defined by the Levi’s logo on the label and the Made in USA tag. The patch on the rainbow jeans and the peace sign confirms that.
He bought Levi’s, which is now part of a capsule collection created under Donadi’s Transnomadica label that takes vintage clothes and turns them into more luxurious ones. The special collection was recently launched at Ron Herman’s store on Melrose Avenue in West Hollywood.
What makes this collection even more unique is the QR code hangtag that dangles from each outfit. Grab your phone, click on the code and a history of vintage clothing appears, what it’s made of and care instructions to make the piece last longer.
“QR codes are nothing new, but it is revolutionary enough to place a QR code with individual items that are vintage and upcycled products in limited editions,” said Donadi, whose Transnomadica label is housed in a two-story building. industrial building in Vernon, California, where it stores 15,000 pieces of vintage clothing.
Donadi asked Avery Dennison, a well-known functional materials and labeling company, to create a QR code hangtag for his clothes, which required written information about each piece. Avery Dennison believes this partnership underscores its commitment to the apparel supply chain and supports its 2030 sustainability goals.
“We advocate reusing what is already there, and Transnomadica and Ron Herman are showing just how high-end vintage can be,” said Michael Colarossi, vice president, product line management, innovation and sustainability, RBIS, at Avery Dennison. “This collaboration adds a layer of technology so shoppers can connect with what they are buying on a deeper and more emotional level.”
Buyers who buy vintage clothing love to know where the item came from. “When you wear vintage clothes, people who like them ask you who made them, where do you find them,” says Donadi. “All these questions are transported from one person to another. But all this information was never recorded.”
That’s when he thought about asking Avery Dennison to help record this valuable information.
The Transnomadica men’s pieces in store-within-a-store at Ron Herman are in good condition but have a quirky artistic vibe about them. The blue jeans have a hand-stitched Japanese fabric patch on the front. Men’s shirts are not perfect when found with cigarette stains and holes, but cut. What’s left is the shirt frame to fill with the fabric, pocket patches on the sleeves, and a wide silhouette that gives the top a short kimono look. Used khaki pants are shortened to the calf. Small pockets and artisanal piping are added on the side.
Ron Herman, who has been selling men’s and women’s clothing from both new and upscale designers since 1976, has always been a place where shoppers can find unique concepts.
The collaboration with Donadi to sell this vintage capsule collection looks natural. “I’ve always been a fan of anything Maurizio has done over the years,” says Ruben Leal, director of men’s purchasing at a store where the ethos has always been a blend of selling good clothes with a meaningful shopping experience.
Leal was introduced to Donadi by Ron Herman CEO Toshi Fujita, who has known the Italian creative designer since his days at Polo Ralph Lauren, Levi Strauss & Co. and Giorgio Armani. Ron Herman was sold two years ago to Japanese parent company Jazzaby League Ltd.
In March, Ron Herman introduced Donadi’s capsule collection of vintage-inspired T-shirts, jackets and khakis produced by Dockers. Transnomadica’s vintage collection with QR code hangtags seemed the natural next step.