Levi's celebrates anniversary with in-store customisation

By

Barbara Santamaria

Published
May 21, 2018

A creative lab has opened at the Levi’s flagship store on Regent Street in celebration of the denim brand’s famous 501 style.

Created to mark 501 Day, the annual celebration of the original blue jean, the pop-up customisation lab offers customers the opportunity to give their denim a personal touch.

There is a Stripe Lab with a range of sporty stripes in a variety of colours and styles; a Heritage Lab with a selection of pins, patches and embroidery; and a Quilting Lab, where 501 jeans can be reinvented using a range of different fabrics.

Expert tailors are on-hand to help customers realise their vision.

The brand has also launched a limited-edition 501 Day collection, inspired by vintage denim and individuality. The collection is designed to be worn in different ways, with colourful buttons and selvedge denim providing a canvas for personal style.

Additionally, Levi’s has partnered with renowned stylist Karla Welch to show how to customise 501 jeans in a series of celebrity videos.

Levi’s blue jeans were created in 1873 as a new category of workwear. Over the years, they have become an iconic piece of casualwear.