Levi’s New Pop-Up Predicts The Future Of Denim Customisation

Following consumer demand for semi-bespoke products, Levi’s is launching a 10-week, invite-only pop-up in Los Angeles. The unique retail space will encourage shoppers to use the brand’s new FLX laser-printing system to design their dream jeans in minutes.

Image: Courtesy of Levis

Smartly playing into the customisable trend – 70% of US shoppers will pay more for personalised goods (TimeTrade, 2017). Levi’s is experimenting with a variety of technologies to offer digitally minded consumers a range of customisable services. Shoppers will be able to use an iPad app to arrange their desired design features, such as fading and rips, onto the denim. The FLX laser printer creates the order in minutes, and the jeans are then washed and ready within an hour.

Though the process is nothing new, Adidas’ Knit For You pop-up in Berlin similarly allowed shoppers to work with designers to create an entirely unique sweater – the denim brand’s focus on scalability is. By focusing on embellishments only, the FLX laser technology is part of the brand’s wider mission to scale customisation. Levi’s has since revealed that it hopes to install customisation kiosks in its stores for 2019.

Not the only name making such a move, the introduction of creative technologies, particularly in-store is beginning to trend. Earlier this year, Danish shoe brand Ecco launched in-store 3D-printing for personalised insoles. However, Levi’s initiative goes one step further than just creating a unique opportunity for consumer engagement, by allowing shoppers to design their own jeans, Levi’s is also offering a more sustainable product.

The on-demand personalisation concept aims to reduce waste by letting consumers determine what they want on an as-needed basis. Laser printing also cuts down on harmful dyes, which account for 31% of emissions in denim production (Levi Strauss, 2018).

Proving that robotic manufacturing and artificial intelligence is no longer reserved for the luxury market, Levi’s is demonstrating that high-street brands too can become innovators of creativity.

The Los Angeles pop-up runs until October 10 2018.