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Levi’s Launches Its Made-to-Order Jeans Program In Asia

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Tokyo has a new denim destination.

Levi’s announced last week the opening of its Tokyo flagship store, complete with a full-service Tailor Shop and the brand’s Lot No. 1 program with master tailor Mio Yamamoto.

It is the first time that the Lot No. 1 program is available in Asia. The program gives consumers the opportunity to connect with a Levi’s master tailor for a custom, handmade pair of Levi’s jeans. From consultation and measurement to final fitting, the entire process takes around 16 hours. The program is available in only five other stores in the world.

The store will also offer Levi’s premium collections, including Levi’s Vintage Clothing, Levi’s Made & Crafted, Levi’s Authorized Vintage, Made in Japan and Iconic 501 jeans.

“For many people in Japan, jeans are more than just blue casual pants. We often hear of denim lovers in Japan wanting to buy jeans with a story, something they can connect with,” said Chip Bergh, Levi’s Strauss & Co. president and CEO. “Our direct-to-consumer and global marketplace strategy continues to pay off as we continue to invest in truly unique consumer experiences that emphasize customization, denim leadership, originality and the authenticity that only Levi’s can claim.”

The three-level, 7,000-square-foot store sits in the epicenter of fashion in Toyko’s Harajuku neighborhood, an area known for its youth culture and fashion influences. With details like glass indigo prints on the facade, the store incorporates the surrounding area into its décor and will host performances by local artists and in-store pop-ups.

While the Lot No. 1 program offers a traditional approach to customization, Levi’s recently announced the launch of Future Finish, a new online platform that allows consumers to personalize their jeans through laser technology. The platform allows consumers to select tints, prints and other fashion details.

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