Future Finish


Future Finish, A New Way to Customize Your Denim

Levi Strauss & Co.
July 24, 2019

Started by us, finished by you.

The Levi’s® brand is putting the power of personalization directly into consumers’ hands by way of their personal devices. Introducing Future Finish, a new online customization experience available on levi.com (U.S. only) that provides next-level customization through digital innovation. This latest state-of-the-art advancement uses the proprietary laser-powered technology developed through our Project F.L.X. to digitize the design and development of denim finishing, enabling the Levi’s® brand to take its online customization experience to new, previously unimaginable levels.

Consumers can choose an iconic Levi’s® fit – 501® Original and 502™ Taper for men; 501® Short and 721 Skinny for women – in a lighter or darker denim wash, select from three different tints (midnight, black or rose), six patterns (natural worn, bandana, logo, camo or leopard), and add wear (rips or distressing). You can also swap your leather back patch with six different color options – blue, yellow, orange, pink, green or our traditional leather. With over 3,400 possible permutations, you can truly make it your own.

Future Finish

“Levi’s fans have been customizing our jeans for decades,” says 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.”

Once an order is completed, it is sent to our Sky Harbor facility in Nevada, where the jeans are finished – using far fewer chemicals than traditional finishing methods use, and 100 percent recycled water – before getting shipped out the door in specially marked packaging.

Elevating the consumer’s customization experience

Levi Strauss & Co. is not one to rest on its legacy. Our direct-to-consumer team is continuously innovating, developing and utilizing cutting-edge technology to create new possibilities and respond to consumer needs. Last fall, the team brought the customization of Levi’s® tees and truckers online to great success. And last summer, select consumers had the chance to experience the personalization power of our limited-edition Levi’s® Customization Studio which utilized the same technology that powers Future Finish to demonstrate the abilities of our laser-powered customization technology.

“Over the past three years, we have undergone a transformation online and in our stores to provide our consumers with the most inspiring, seamless and frictionless experience we can,” said Gregory Themelis, Director of Global DTC Omnichannel. “We are the first major apparel retailer to offer online jean customization, but that’s not the only way in which this is innovative.  We are always striving to push the envelope and Future Finish is a revolution in both ‘what’ and ‘how’ we are creating a unique digital customization experience for our consumers.”

Marc Rosen, executive vice president and president of Direct-to-Consumer (DTC) for LS&Co., concurs. “It takes our relationship with the consumer to the next level – helping them personalize, understanding what they’ve made, understanding what inspires them, and understanding what they might want to make next. It deepens our connection with the consumer, and it deepens their connection with the brand. It’s now our denim and it’s their design.”

Go ahead, get creative

Future Finish

Self-expression through customization is a fundamental part of the Levi’s® experience.  Levi’s® products have long been considered a canvas for authentic self-expression, and we continue to find new ways to put more creative authority into the hands of our consumers. And we will continue to do this while staying true to the brand’s overall aesthetic, something Jonathan Cheung, our head of design innovation, is keen on.

“Creativity is what makes us human – it’s to be encouraged,” Jonathan said. “The brand’s look and feel is embedded in the DNA of these jeans. It’s the bone structure, the architecture. Whatever people do with Future Finish, our DNA will still shine through. With the tools we’ve provided, I say ‘have at it.’ I’m looking to be inspired by what people do with it.”

Get started on your own creation – go to levi.com now.