Kaia Gerber deepens her relationship with Re/Done, joining the denim brand as an investor and creative partner, stepping into an advisory role as the company builds on its resale-driven sustainability model.
Re/Done is deepening a long-standing relationship with Kaia Gerber, naming the model an investor and creative partner as part of its next phase of growth. Announced Thursday, the move formalizes an association that has existed for years, bringing Gerber into a strategic role that extends beyond campaigns and product collaborations. She will also join the brand’s advisory board. Financial terms of the investment were not disclosed.
According to the company, Gerber will work closely with its leadership and design teams “to help shape brand strategy, contribute to collection development and collaborate on creative direction across campaigns and storytelling.” The appointment follows the arrival of Phillip Prado as chief executive officer last June, a leadership change that signaled renewed attention to long-term brand building rooted in Re/Done’s resale-first origins. The brand’s reputation is built around reworking vintage denim into modern silhouettes rather than producing from scratch.
Gerber’s involvement lands naturally within Re/Done’s long-standing approach to sustainability, which has never been positioned as an add-on or marketing device. Since its founding, the brand has centered its business on reconstructing vintage Levi’s, using existing garments as raw material rather than producing new denim from virgin resources. That resale-first model has allowed the company to significantly reduce water use, chemical processing, and textile waste, while also extending the life cycle of garments already in circulation.
The company has since expanded that framework beyond denim, applying similar reuse and small-batch production principles to T-shirts, leather goods, and heritage collaborations. Its emphasis on localized manufacturing and limited runs reflects a broader effort to curb overproduction — an issue the brand has consistently addressed by designing within the constraints of what already exists rather than scaling endlessly.
Gerber’s connection to Re/Done began in 2017, when her mother, model Cindy Crawford, collaborated with the brand on a capsule collection, introducing a generational throughline that has remained central to its identity. Rather than functioning as a one-off celebrity moment, that collaboration underscored the label’s ability to move across eras while maintaining a consistent design language rooted in American denim history. Gerber’s continued relationship with the brand since then has unfolded outside the confines of traditional ambassador roles, making her transition into an investor and creative partner a formalization of an existing alignment rather than a pivot.
Gerber’s advisory role supports Re/Done’s ongoing effort to speak to a younger consumer already fluent in resale, vintage sourcing, and longevity-driven style — an audience for whom sustainability is less about signaling and more about expectation.
“Re/Done has always felt like a natural extension of who I am — it honors the past while feeling completely of the moment. The brand represents a lifestyle rooted in authenticity, individuality and timeless style,” Gerber said in a statement. “I’ve loved being part of its journey and I’m excited to help shape what comes next — creating products and stories that feel personal, intentional and deeply connected to today’s generation.”
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