LEVI’S DEBUTS PROJECT F.L.X. CUSTOMIZATION STUDIO IN L.A.

Levi Strauss & Co. has launched its first customization studio in Downtown Los Angeles – a temporary space housing a new way to customize jeans using laser technology (Project F.L.X.) – redefining how jeans are personalized.

Project F.L.X. (future-led execution), uses laser-powered technology to digitize the design and development of denim finishing, enabling the Levi’s brand to take its customization experience to new, previously unimaginable levels. Allowing Levi’s fans to pick their denim finish — rips, fades, distressing, and more — Project F.L.X. also offers the ultimate in denim personalization–from wash to whiskering–in order to create a truly unique pair of jeans.

The customization studio, which is by appointment only for friends of the brand, is located in Downtown Los Angeles, and will run until October 15. Throughout the 10-week stay, notable friends of the brand will create limited edition pieces at the studio for giveaway on Levi’s Instagram platform.

“By utilizing these new methods and tools offered by Project F.L.X. we are able to speed up our ideation and creation process while delivering authenticity with advanced agility,” said chief product officer Karyn Hillman.

In celebration of the launch, Levi’s will be hosting giveaways from the Levi’s customization studio every week on Levi’s Instagram Stories starting Thursday, August 16, with the likes of Karla Welch, Victor Cruz, Kelly Slater and John Moore of Outerknown, and more.