The Denim Workroom reimagines the lifecycle of denim

The Denim Workroom, a new denim restoration and repurposing shop based in Atlanta, is working to change how people incorporate denim into their lifestyles. Currently, operating solely online, the shop specializes in tailoring and alterations to denim clothing.

“The Denim Workroom is a sustainable approach to denim, tailoring, and alterations. We do custom work, we specialize in denim repairs,” said Travis Geter, owner of The Denim Workshop. “We’re really about expanding the life of your jeans.”

Geter, 42, created The Denim Workroom in November 2023, after spending over a decade working with denim through retail. While the idea had been in his head for a couple of years prior, he decided to move forward after realizing that there was little to no competition in the denim repair space; especially in Atlanta.

He continues, “Instead of buying something new if you have a favorite pair of jeans that you love, we’re all about extending the life of them. Whether it’s doing repairs, or changing the shape of the jeans, if you have a wide-leg pant and you want them to be slimmer, we can do that for you. If you have a slimmer jean and you want them to be wider, we can do that for you. If you lose some weight, we can take in the waist. If you’ve gained some weight we can let out the waist. We also do patchworking.”

Geter worked as a visual merchandising manager for The Gap and a manager, and denim tailor, for Levi’s before creating his denim brand.

“When I was in Los Angeles, I worked at a Levi’s in Santa Monica, and our store got remodeled. They put a tailor shop in our store and I was the manager over the tailor shop. In my mind, in order to be a good leader, I need to know what my tailors were doing, so I had them teach me some basic stuff. At the same time, I was uninterested in being a manager anymore so my boss and I came up with a plan so that I could learn enough to transition into the role [of tailor]. Everything I learned, I learned on the job,” Geter said.

Geter launched The Denim Workroom on social media with support from his followers and friends. He also gained a customer base from people who he previously serviced during his time at Levi’s.

The initial launch came with the introduction of a denim capsule collection that consisted of unique custom pieces. He followed up with a social gathering, called “The Workroom Social”,  that he used to help create awareness for the brand. These events, now held quarter, featured onsite shopping opportunities, as well as onsite repairs and alterations.

“The point of the gatherings is to tell people about the brand but also sell. I have vintage patches that people can buy, I tell them about what we do and do consultations. A lot of people don’t know that altering or repairing denim is a thing. I think my business and brand is to educate folks on what you can do with denim,” Geter said.

Currently, Geter does all the alterations himself for The Denim Workshop. Ultimately, his goal is to have a storefront for The Denim Workroom, where he can sell vintage denim, do onsite alterations, and sell capsule collections.

“It’s essentially what I do now online, but expanded,” Geter said.

For more information about The Denim Workroom, or to get your denim repaired or altered, visit https://www.thedenimworkroom.com/.

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