In the midst of a revival of original clothing, Levi’s® invited us to their London flagship store to experience their new customisation service first hand

Epitomizing classic American style and effortless cool, Levi’s® are at the forefront of all things denim and have been since 1873. Having captured the imagination and loyalty of their customers worldwide for generations, they still continue to evolve with their innovative spirit and the latest thing they are pioneering is customizable denim. Taking their dedication to style and craftsmanship to the next level Levi’s are offering custom patches, ripped knees, spliced and slit sleeves, finely freyed edges, alterations, monograming and everyone’s favourite – embroidery.

Having teamed up with renowned graphic artist Ferry Gouw, the Regent Street flagship store is offering a bespoke range of ten limited edition festival-inspired embroidery designs, created exclusively for Levi’s®. ‘With denim playing such an fundamental role in people’s wardrobes, the art of customisation and creating products that tell a story, was never more important than it is today,’ said Scott Boyd-Errol, tailor at Levi’s® Regent Street flagship store. ‘A lot of skill goes into customising denim in a way that looks truly authentic, and not like you’ve just gone at it with your nail scissors, which is where our team of in house tailors come in.’

So pick up a Trucker Jacket or a pair of 501’s and get creative to ensure your summer festival wardrobe is truly unique. We leave you with one last thought: denim is more than just a trend, it’s a badge of honour.

Customisation services will launched across all UK stores on 15 May. Customisation option prices range from £5 – £15 and limited edition embroidery prices range from £10-50.