Levi's celebrates anniversary with in-store customisation

A creative lab has opened at the Levi’s flagship store on Regent Street in celebration of the denim brand’s famous 501 style.


Photo: Levi's UK

Created to mark 501 Day, the annual celebration of the original blue jean, the pop-up customisation lab offers customers the opportunity to give their denim a personal touch.

There is a Stripe Lab with a range of sporty stripes in a variety of colours and styles; a Heritage Lab with a selection of pins, patches and embroidery; and a Quilting Lab, where 501 jeans can be reinvented using a range of different fabrics.

Expert tailors are on-hand to help customers realise their vision.

The brand has also launched a limited-edition 501 Day collection, inspired by vintage denim and individuality. The collection is designed to be worn in different ways, with colourful buttons and selvedge denim providing a canvas for personal style.

Additionally, Levi’s has partnered with renowned stylist Karla Welch to show how to customise 501 jeans in a series of celebrity videos.

Levi’s blue jeans were created in 1873 as a new category of workwear. Over the years, they have become an iconic piece of casualwear. 

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