Coblr and the Case for Repair Culture
An interview with Emily Watts, Co-Founder of Coblr
There’s a huge opportunity to build technology that helps consumers keep their things longer. Repair is definitely one of the most crucial components in the march toward healthier consumer behavior.
In New York, you have the hole-in-the-wall leather guy, the tailor on your block. But outside of cities like that, getting something repaired can feel overwhelming, hard to find, or unnecessarily expensive. And too often, repair feels reserved for luxury only.
What if repair was baked into the ecosystem? Seamless. Efficient. Accessible—not just for luxury, but for vintage pieces and contemporary brands too.
That’s what Coblr is unlocking. Emily, the CEO of Coblr, shares how she’s making clothing repair easier, more approachable, and no longer an afterthought.
What is Coblr?
Coblr is reimagining the fashion repair experience, making it as easy and accessible as buying new.
We connect consumers, brands, and skilled repair artisans through a digital platform that brings convenience and craftsmanship together. For consumers, that means restoring your favorite pieces with just a few clicks and a transparent, modern experience. For brands, it means offering seamless, scalable repair programs that keep products in use and customers coming back.
Every repair provider in our network runs on Coblr’s technology, giving real-time visibility into each order—from intake to delivery. From everyday leather goods and apparel to luxury fashion, Coblr is building the infrastructure to make repair a natural part of how we all shop, care, and keep things in circulation.
What problem were you personally trying to solve?
I’ve shopped secondhand and repaired my belongings my entire life, and was frustrated that while shopping secondhand has transformed, the repair experience hadn’t changed in decades.
So I ran my own repair business (coblrshop.com) to understand the industry firsthand: What do consumers want? What are the pain points for repair businesses? How do brands think about repair? My big revelation was that the entire repair economy is still run on manual processes and outdated tech.
I launched Coblr to bring this legacy industry online, to make repair as easy, transparent, and trackable as buying new. We officially launched Coblr in Q2 2025! Our network of repair providers is across the US and Canada.
What’s your overarching vision for Coblr? Where would you like to see Coblr in 5 years?
My vision is simple: make repair easy, accessible, and everywhere. Repair should be as ubiquitous as resale.
For consumers, that means a seamless experience whether you’re sending something back to your favorite brand or walking into your local repair shop.
We’re building the digital backbone for repair. In five years, I see Coblr powering programs for hundreds of brands and thousands of artisans — keeping millions of products in circulation.
Is getting people to buy better at the start of the customer journey part of the fuel to ensure consumers want to work toward repairs?
Yes absolutely. I think another unlock is accessibility. Most people want to repair; they just don’t know how or where.
If we can make repair easy, fast, and even delightful, it becomes a natural part of ownership. Buying better matters, but the real shift happens when people realize that keeping what you love in use longer is just as rewarding as getting something new.
What are you most excited about with Coblr?
Oh, this is tough. There’s so much happening right now. I’d say it’s the impact we’re having on the repair businesses and brands we work with. But none of it would be possible without my team. They’re incredible, their passion for our mission is contagious and at the heart of Coblr’s success.
I’m also excited about how quickly the ecosystem is coming together. We’re helping local repair shops grow their businesses while enabling brands to launch sustainable repair programs for the first time.
There’s this magic moment when a brand sees how much customers love the experience of care and repair, it completely changes their mindset about what circularity can look like. And you can’t beat the feeling when you’ve helped a small business transform their operations and grow!
How do you make “repair” feel aspirational in an industry that celebrates “new”?
The most aspirational brands today are realizing that longevity and craftsmanship are luxuries. Repair tells a story - it adds character, value, and pride. A repaired piece isn’t “used”; it’s lived in.
Storytelling plays a huge role here too. When you show the artisan behind the repair, the skill, the hands, the care, people connect differently. Think about Jane Birkin and her famous Hermès bag: it wasn’t pristine or tucked away in a display case, it was loved and lived with. That’s what gives something soul.
The more we highlight the stories behind repair and craftsmanship, the more repair becomes something people aspire to. And making it a seamless experience helps too.
Founder Recommendations:
Brand/designer you’re loving lately?
Ooooh. Love this question. It is so hard to narrow down, but some men’s brands are top of mind because I just came back from Stitchdown’s Bootcamp in Chicago and got to meet some really cool heritage boot brands. I was really loving Nick’s Boots and Russell Mocassins. My feet are itty bitty, so I can’t even do their smallest men’s sizes.
For me: I’ve been really loving Sandro’s jackets again (we had a brief hiatus with our relationship). I got this cute one that’s like a grey cardigan/jacket with mother of pearl buttons and denim pockets, cuffs, and collar. It’s sort of western but then french and mildly trashy, but I love it so much. Fave lady shoe brand - Coclico. Their designs are so unique and the quality is peak. Spoiler they are a brand partner :)
Piece with the best ROI? Your workhouse(s)
I love my green suede Gucci loafers (bought second hand from Vestiaire - see below) - I wear them basically with everything. They are so comfy and versatile! And this amazing Mara Hoffman dress- it is magic.
What’s your relationship with repairs? Do you have any thoughts on what it would take on a macro-level to make repairs more mainstream? This becomes a trends question now.
I’ve always repaired- I have a pair of Chanel flats that have been re-soled 7x… and sadly I think they’re on their way out at this point (they’re 14 years old and I WORE them). But, I only spend the money on repairs for truly timeless pieces….
Curious to hear your thoughts.