The iconic denim brand is appealing to consumer nostalgia and need for speed by revolutionizing the way it produces custom jeans

Denim is one trend that never seems to lose popularity, and now the beloved American brand Levi's is bringing some of its most iconic styles, such as the 501 “mom-jeans” and Wedgies, back to the market. Even more, the brand is also offering customers the chance to completely customize their jeans down to each rip, hole and fade mark, and claims to do so in approximately an hour.

With its new Project F.L.X., which implements laser technology, Levi's will allow customers to design their ideal pair of jeans on an iPad. The process aims to make the artificial distressing of denim much quicker and more efficient, and is also more environmentally friendly, as it reduces the number of chemicals that were once necessary to expedite the process.

The consumer trend for all things vintage has endured, be it for retro tech items like polaroid cameras and vinyl records, or for old-school fashion styles like “mom-jeans.” A large number of fashion retailers continue to offer denim products that come pre-distressed, in a bid to evoke that a lived-in, vintage feel. By combining beloved and recognizable styles with modern of rapidity and personalization, Levi's hopes to give consumers the best of both worlds.

Levi's

Denim is one trend that never seems to lose popularity, and now the beloved American brand Levi's is bringing some of its most iconic styles, such as the 501 “mom-jeans” and Wedgies, back to the market. Even more, the brand is also offering customers the chance to completely customize their jeans down to each rip, hole and fade mark, and claims to do so in approximately an hour.

With its new Project F.L.X., which implements laser technology, Levi's will allow customers to design their ideal pair of jeans on an iPad. The process aims to make the artificial distressing of denim much quicker and more efficient, and is also more environmentally friendly, as it reduces the number of chemicals that were once necessary to expedite the process.