Levi’s recently launched its Made To Measure Project at its London flagship store on Regent Street. This is part of an on-going process after the service was first launched at the Levi’s flagship store in San Francisco’s Market Street and the Meatpacking District in New York City. The future of denim is custom tailored jeans which are continuing to grow in popularity among denim aficionados. Levi’s has been manufacturing lower quality mass produced denim for many decades and this new approach comes as somewhat of a surprise from the global icon who’s main focus has been on making their products at a lower cost to make them affordable and accessible to the masses.
The new collection of tailored denim from Levi’s is called Lot No.1 and the aim is to make the Levi’s flagship stores in New York and Regent Street in London the ultimate destinations for denim tailoring. The Levi’s Made To Measure Project offers a tailoring service that gives customers the opportunity to have a pair of custom Levi’s jeans made by the in-house master tailor characterised by the ultimate fit and style.
Customers have the option of selecting the fit, weight, colour and customize the design details. The jean models are available in different fits including low, mid and high rise and leg styles such as straight leg, tapered leg and skinny leg. Customers can choose from different denim fabrics, in different weights and colours of selvedge denim from the best –selected mills in the world. They are also completed with different details with a selection from 20 different thread colours, 12 leather patches and 7 rivet colours.
“The idea for Lot No.1 came from our in-store alterations services in London, New York and San Francisco where we started to see a desire amongst our loyal clients to create something that was unique to them. For denim aficionados who want something truly tailored and customizable, Lot No.1 allows them to play a collaborative role in the creative process.”
Levi Strauss & Co has been assigning Lot numbers to their products since 1890 as a way of identifying the product. The Levi’s 501 is the most well know Lot number from the Levi’s product range. The new Levi’s Lot No. 1 Made To Order jeans are the ultimate and most premium expression of the brands products and this is why the service has been given the Lot No.1 name. The Levi’s Lot No.1 range is a celebration of the heritage, craftsmanship and know-how of Levi’s when it comes to making jeans. Each pair of jeans is hand-made on site in each of the stores by a Levi’s master tailor. The service is by appointment only and can take 2 weeks or 5-6 weeks to create and the jeans depending on which store it is, the jeans retail at $450-$750 (R4500-R7500) per pair depending on the level of detail and customization.