Retailers launch in-store repair workshops to court eco-conscious Gen Z shoppers

Brands such as Levi’s, Uniqlo, Primark and Zara are adding in-store sewing and repair services to attract Generation-Z consumers focused on cost savings and sustainability.

Major apparel retailers are turning to in-store repair and sewing workshops as a way to win over Generation-Z buyers who value affordability and environmental stewardship. Levi Strauss & Co. has expanded its “Wear Longer” hand-stitching course for high-school students, teaching button replacement, hemming, patching and tear repair, while Uniqlo provides after-care services such as sashiko mending across its Japanese locations.

Primark runs free “Love It For Longer” sessions on zipper and button swaps in multiple countries and has piloted repair stations in the UK, and Zara operates a digital platform for resale and basic alterations in 17 markets. Industry analysts see the moves as brand-building tactics that address consumer demand, yet scholars and sustainability groups argue that repairing garments cannot offset the sector’s rapid production growth and massive textile waste.

H&M Group has highlighted the economic challenges of making repairs profitable and joined a coalition urging tax reforms to support resale and repair models. The mixed consumer response reflects Gen-Z’s simultaneous attraction to fast-fashion convenience and growing interest in second-hand and repair options.