This Iconic American Shoe Brand Is Getting a Modern Makeover for Younger Shoppers

Everything old is new again, according to Re/Done, a Los Angeles-based apparel brand that reinterprets authentic looks for today’s modern consumer. The company’s newest venture is a collaboration with iconic footwear brand G. H. Bass & Co., best known for its classic Weejuns penny loafers.

Set to launch at retail in May is Re/Done Bass Weejuns, the apparel brand’s first foray into footwear. It’s a partnership with Genesco Inc., which licenses the Bass name for footwear from parent company G-III Apparel Group.

The shoe collection focuses on a duo of women’s styles — a classic flat and high-heel style — both available in six materials and colors. The line retails for $295 to $495 and will be distributed through Re/Done’s existing customer base, which includes Barneys New York and Net-a-Porter, in addition to stores globally.

“We believe in authenticity,” said Sean Barron, co-founder of Re/Done, about working with legendary brands. “American heritage [brands] are an underutilized part of the fashion ecosystem.” The collection, he noted, will target fashion-forward customers from 20 to 40.

Re/Done Bass Weejuns
Re/Done Bass Weejuns teamed with denim from Re/Done pre-fall '18 line.l
CREDIT: Courtesy of brand

According to Andy Gilbert, president of Genesco Licensed Brands, “When [Re/Done] first talked about their vision, they wanted to pair the perfect pair of jeans, perfect T-shirt with the perfect pair of shoes. They believe there’s nothing more iconic or authentic than the Bass Weejun. Sean thought it was the perfect complement to the rest of [Re/Done’s] collaborations they were doing.” Gilbert added that the partnership will give Bass entry into new, higher-end channels of distribution.

In addition to putting a fresh spin on classic brands, from remaking new Levi’s from vintage styles to redoing the Hanes T-shirt based on its archival patterns, Re/Done offers its own lifestyle collection for women under the Re/Done Originals label.

According to Barron, the company plans to expand its offering of footwear in the future  through collaborations and its own label.

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