Levi’s has teamed up with Poppy Delevingne for the opening of the new Levi’s Tailor Shop pop-up store that has just been inaugurated at Selfridges in London. For this occasion, the English model and socialite created a series of exclusive limited edition denim patches, all colorful and fun in-keeping with the model’s own lively personality.

Though this special edition of patches will only be available in this London pop-up store, Levi’s is launching a new range of patches and collectible pins through its Tailor Shops, hosted inside a selection of Levi’s flagship stores in Europe such as those based in Regent Street, London, Champs-Élysée Paris, Kurfurstendamm in Berlin and a selection of Italian stores.

The collectible pins and patches are aimed to be added to Levi’s denim items for people to customize their favorite denim pieces. Taking inspiration from the shift towards authentic, vintage-style denim, the new designs include both worn-in Levi’s heritage, and colorful, modern pop-art graphics. Levi’s team of in-house tailors will also start offering frayed hemming making Levis’ stores a one-stop-shop for customization and offering one of the broadest arrays of services in the market.

Embroidered Denim Jacket
© Levi's
Embroidered Denim Jacket

Cut-Off Denim Jacket
© Levi's
Cut-Off Denim Jacket

Launching in mid-June, the new customization options will add to the existing services at Levi’s Tailor Shops which already include altering leg lengths, rip & repair, patchwork, tapering and studding. Levi’s is also offering fabric turn-ups and embroidered monogramming at its flagship store in Regent Street, London.

“Customisation has gone beyond being a trend and has become a way through which people express their personal style – be it on the street style catwalk, on Instagram or at music festivals,” commented Lizzie Radcliffe, master tailor, Levi’s. “We’ve been really inspired by our own history and by how people today are taking our product and making it their own, which is reflected in the new services we’re offering as well as the refreshed pins and patches.”

In addition to the variety of customization options, Levi’s new AW16 collection also includes numerous pre-customized Levi’s 501 jeans and Levi’s® Trucker jackets featuring embroidered designs.

Cut-Off Jeans Shorts
© Levi's
Cut-Off Jeans Shorts

Rip & Repair Denim Jacket
© Levi's
Rip & Repair Denim Jacket

Alteration Jeans
© Levi's
Alteration Jeans