Levi’s is set to launch a new laser technology which will allow users to design their own jeans, choosing their colour and the level of wear and tear.
The iconic denim brand’s president of direct to consumer Marc Rosen told World Retail Congress that the new high-tech personalisation service will be rolled out in the US in the autumn.
The new technology was developed over two years as part of an effort to reduce the amount of chemicals used in its manufacturing process.
Its new laser system has reportedly reduced the previous labour-intensive process, which took around 12 minutes per pair of jeans, to a three-step method which take an average of just 90 seconds.
“It’s a change in our business model from selling what we make to making what we sell,” Rosen said.
“In product model it’s a shift from producing finished goods to producing a blank canvas. Consumers will then be able to decide what colour they want their jeans to be, what level of destruction they want and where they want that placed on the product.
“Finally, in marketing its a shift from promoting and clearing what we have, to inspiring consumers with what they can create.”