Levi’s is introducing made-to-order jeans for the first time in Europe at its London flagship store on Regent Street. The new selection of tailored denim, called Levi’s Lot No. 1, aims to make the Levi’s Regent Street flagship become the definitive destination for denim tailoring in the UK capital.
The new tailoring service offers customers the opportunity to have a pair of custom Levi’s jeans made by the brand’s in-house master tailor characterised by the ultimate fit and style. Customers can select their desired fit, weight and colour, as well as customize the design details. The special models are available in different fits including mid, high or low rise and any style of leg including straight, tapered and skinny. They are available in different denim variants, including five weights and colours of selvedge denim from the best-selected mills in the world. Plus they are completed by different details, that is 20 different thread colours, 12 leather patches and seven button and rivet colours.
“The idea for Lot No. 1 came from our in-store alterations services in London, New York and San Francisco where we started to see a desire amongst our loyal clients to create something that was unique to them. For denim aficionados who want something truly tailored and customizable, Lot No. 1 allows them to play a collaborative role in the creative process,” said Richard Hurren, Managing Director Levi Strauss & Co. UK & Ireland.
At Levi Strauss & Co. they have been assigning ‘Lot’ numbers to their garments since 1890 to identify their product type. Levi’ 501, for instance, is the most famous of these lot numbers. According to the company, Levi’s made-to-order jeans are the ultimate, most premium expression of their products, which is why the service was given the Lot No. 1 name. Levi’s Lot No. 1 jeans celebrate the brand’s heritage in craftsmanship and know-how when it comes to making jeans. Each pair of jeans is hand-made on site in the heart of London by Levi’s master tailor, ‘editioned’ and delivered in their own hand-made packaging. Lot No. 1 jeans are by appointment only, take 5-6 weeks to create and cost £500 per pair. In addition to Lot No. 1, Levi’s Regent Street flagship store also continues to offer a range of alteration services.
The London launch follows on the footsteps of the successful made-to-order service at the brand’s New York Meatpacking and flagship Market Street San Francisco stores and is the first time it will be available in Europe. The Levi’s Lot No. 1 made-to-order jeans are available from beginning December 2013 at:
Levi’s London flagship store
174-176 Regent Street,
London W1R 5DF