by Stephen Garner

Levi’s has launched a new way to customize its jeans called “Future Finish”.

Available on the Levi’s website, this latest advancement uses the proprietary laser-powered technology developed through the denim brand’s Project F.L.X. to digitize the design and development of denim finishing. This process uses far fewer chemicals in the finishing process and reduces the environmental impact, while still delivering a one-of-a-kind customization experience for consumers all around the country.

To start, consumers will choose their favorite Levi’s fit in a lighter or darker denim wash, then throughout the process, they can select from three different tints (midnight, black or rose), six allover patterns (natural worn, bandana, logo, camo or leopard), and add wear (rips or distressing). With this offering, customers can also swap the leather back patch with six different color options (blue, yellow, orange, pink, green or our traditional leather). With over a thousand possible permutations, customers can truly make it their own.

Once this process is complete, customers can expect their custom product to ship within 3-5 days of being designed. Levi’s Future Finish will continue to expand its offerings along with the brand’s online customization platform.

“Levi’s fans have been customizing 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, favorite item of clothing.”