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SAN FRANCISCO – Levi’s has launched a new online platform which allows users to custom-finish their jeans using laser technology. Jeans created via the method use fewer chemicals and only recycled water, the aim being to provide, the “next-level customisation through digital innovation.”

“[This] allows consumers to be part of the creative process in a much more immediate way,” said the business. “It gives them the knowledge that not only are we marshalling cutting-edge technology on their behalf, but also that their jeans will be finished at our facility in Henderson, Nevada, using far fewer chemicals than traditional finishing processes.”

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The launch arrives on the back of new research by Clean Clothes Turkey into the harmful worker impacts of PP (potassium permanganate) spray on denim, the most widespread method of achieving worn, faded and other denim finishes at present. We understand that Levi’s has for some time been looking at reducing use of PP-spray methods in its supply chains, and the FLX technology is currently already being used with some suppliers and rolled out with others.

“Levi’s fans have been customising our jeans for decades,” said Jennifer Sey, CMO Levi Strauss & Co Global Brands. “They sat in bathtubs to shrink them to fit, they patched and repaired them, they sanded them down for the perfect worn in finish. Now, with Future Finish, we’re making it easy to create a one of a kind custom pair of Levi’s, which are sure to be your most coveted, favourite item of clothing.”

Bart Sights, VP for technical innovation at Levi’s said: “The transition of this technology moving from the factory floor to online to hopefully retail in the future is really fast. It’s definitely felt really fast for us. But I think the most important thing is that it’s proving that when we talk about this end-to-end digital platform – where you take a digital file, pivot back to product creation, design and develop the product, and then you can pivot immediately to manufacturing (whether in a factory, our Sky Harbor Agility Center for online orders or eventually to a retail space) – it’s all the same. And that’s the beautiful thing about it.”

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