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QR code hang tags display historical information on vintage clothing – WWD

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Vintage Levi’s 501 jeans sold at luxury retailer Ron Herman have a history.

They were found hidden in a box in someone’s garage where the jean pants had been for who knows how long. A phone call was made to Maurizio Donadi, a longtime vintage clothing collector from Los Angeles.

As a former Levi Strauss & Co. executive, he knew blue jeans were made by the San Francisco manufacturer in the late ’70s and early ’80s, determined by the Levi’s logo on the label. and the Made in USA label. The patches on the jeans of rainbows and peace signs confirmed this.

He bought these Levi’s, which are now part of a capsule collection made under Donadi’s Transnomadica label that takes vintage clothes and refashions them into high-end pieces. The special collection was recently launched at the Ron Herman store on Melrose Avenue in West Hollywood.

What makes the collection even more unique is the QR code tag attached to each item of clothing. Pick up your phone, click on the code and the history of the vintage garment appears, what it’s made of and care instructions to make the piece last longer.

“A QR code is nothing new, but it’s pretty revolutionary to put a QR code with an individual item that’s a limited-edition vintage and recycled product,” said Donadi, whose Transnomadica label is housed in a two storey. industrial building in Vernon, California, where he stores 15,000 vintage garments.

Avery Dennison QR code

A QR code label reveals valuable information for a garment. Photography by Avery Dennison

Donadi enlisted Avery Dennison, the famous label and functional materials company, to create a QR code label for his clothes, which required writing information on each piece. Avery Dennison believes this partnership underscores its commitment to a circular apparel supply chain and supports its 2030 sustainability goals.

“We believe in repurposing what’s already there, and Transnomadica and Ron Herman demonstrate just how desirable 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’re buying on a deeper, more emotional level.”

Shoppers who purchase vintage clothing like to know the origin of the item. “When you wear a vintage piece, people who love it ask who made it, where did you find it,” Donadi said. “All these questions are carried from one person to another person to another person. But all this information is never recorded.

It was then that he thought of asking Avery Dennison to help him record this valuable information.

Maurizio Donadi and Ruben Leal

Maurizio Donadi and Ruben Leal Photography by Avery Dennison
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The Transnomadica men’s pieces in store at a Ron Herman store are in good condition but have a one-of-a-kind arty vibe. The blue jeans have hand sewn Japanese fabric patches on the front. Men’s shirts were imperfect when found with stains and cigarette holes, but they were cut. All that was left was a shirt frame to fill with fabric, pocket patches on the sleeves, and a wide silhouette that gives the top a cropped kimono look. Repurposed khaki pants have been cropped to calf length. Small pockets and artisanal piping have been added to the side.

Ron Herman, which has been selling high-end, up-and-coming designer men’s and women’s clothing since 1976, has always been a place for shoppers to find unique concepts.

A partnership with Donadi to sell this vintage capsule collection seemed natural. “I’ve always been a fan of everything Maurizio has done over the years,” said Ruben Leal, the men’s buying director at the store where the philosophy has always been a mix of selling fine clothes and a meaningful shopping experience.

Leal was introduced to Donadi by Ron Herman Managing Director Toshi Fujita, who had known the creative Italian designer from his days at Polo Ralph Lauren, Levi Strauss & Co. and Giorgio Armani. Ron Herman was sold two years ago to Japanese holding company Jazaby League Ltd.

In March, Ron Herman presented a Donadi-designed capsule collection of vintage-inspired T-shirts, jackets and khaki pants made by Dockers. The vintage Transnomadica collection with its QR code hang tags seemed a natural next step.

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