The iconic brand's 17,000 square-foot Times Square flagship will feature a unique synthesis of customization and heritage pieces, offering shoppers a customizable t-shirt bar and exclusive product drops as part of an effort to expand DTC operations

Denim is an enduringly popular retail commodity, especially among younger consumers. The original blue jeans manufacturer, Levi's, is a testament to the garment's undying appeal, and is currently focused on opening a flagship store in Times Square, twice the size of its previous one.

The new store will rely heavily on customization, including a t-shirt bar that's mean to mimic a tattoo parlor. Shoppers can choose logos and designs as well as have t-shirts printed up on the spot. The shop will also feature jeans from iconic design years such as 1947 or 1966.

Levi's Executive VP, Roy Bagattini, says Levi's is evolving with the times to stay relevant, parlaying its experience and insight into a curated retail space: “The store does represent an opportunity for us to truly bring to live what we've learned over the recent years.”

The location will also feature exclusive merchandise ‘drops' and capsule collections, as well as implement mobile checkout capabilities to provide a cashless, queue-free experience for shoppers. Furthermore, the flagship space is designed to bolster the retailer's efforts to grow its direct-to-consumer business, which currently accounts for roughly 30% of its sales and is a key area of growth for brands today.

Levi's

Denim is an enduringly popular retail commodity, especially among younger consumers. The original blue jeans manufacturer, Levi's, is a testament to the garment's undying appeal, and is currently focused on opening a flagship store in Times Square, twice the size of its previous one.

The new store will rely heavily on customization, including a t-shirt bar that's mean to mimic a tattoo parlor. Shoppers can choose logos and designs as well as have t-shirts printed up on the spot. The shop will also feature jeans from iconic design years such as 1947 or 1966.