US consumers of Levi’s will be able to go to Levi.com and design their own pair of jeans through the brand’s FLX technology.

Consumers will be able to start with seven of Levi’s most popular fits, including the 501. From those seven fits, using a variety of design combinations, they’ll be able to design over a thousand combinations of their own personalized jeans. Consumers can handpick their desired wash, the type of wear pattern, whether or not they want deconstruction and if so, where and what size. They can opt to over-dye their jeans in a myriad of colors like pink, black and green, and can choose from a select set of images and words to have etched on their jeans for further personalization. The jeans will be produced and shipped and delivered to consumers’ homes in a matter of days.

FLX technology is the company’s digitized finishing solution to streamline the process through eco-friendly lasers. With this, the company shifts its focus of providing a finished good to the consumer to providing a blank canvas. This eliminates the risk that comes with designing for long lead times and consumers’ ever-changing tastes and needs. This phase of customization is aimed at deepening consumers’ connection with the brand.