To what consumers’ appetites for perfectly damaged jeans, Levi’s has been selling denim customised by Aldridge, rapper Snoop Dogg, actress Sasha Lane, surfer Kelly Slater, tattoo artist Dr. Woo, basketball star Blake Griffin and others.
Model Lily Aldridge, Vice President of technical innovation for Levi's, designs a pair of jeans on an iPad alongside Bart Sights. So does her husband, Kings of Leon singer Caleb Followill, A pair of Levi's designed by Lily Aldridge go through the laser process.
Technology to create personalized experiences
Levi’s plans to expand its customisation program next year where consumers can follow Aldridge’s lead and get their denims customised. The brand will install a laser machine, developed by Spanish company Jeanologia, in one of its stores in the U.S. Online and in stores, consumers will use a similar app to personalise their jeans. Levi’s is yet to finalise the cost for customisation of their jeans.
Lily Aldridge places a tear on a pair of jeans she personalises at Levi's temporary downtown L.A. studio. She has customised so far two pairs of jeans and drew cheetah spots on a back pocket with the laser machine. These jeans are displayed by Bart Sights, Vice President-Technical Innovation for Levi's.
Besides beating fast fashion at their own game, customisation delivers what people need when they want it, and giving them the freedom to express their creativity.
