Levi Strauss Project F.L.X. is digitising the design and development of denim finishing

Levi Strauss' Project F.L.X. is digitising the design and development of denim finishing

Denim giant Levi Strauss & Co has launched a pop-up customisation studio to demonstrate the abilities of its new laser-powered Project F.L.X. initiative, which is digitising the design and development of denim finishing.

The studio, which is by appointment only, is located in downtown Los Angeles, and will run until 15 October.

First unveiled in February, Project F.L.X (or Future-Led Execution) was built in-house at Levi Strauss' Eureka Innovation Lab by a team of designers, developers, chemists and engineers, with support from denim finishing technology specialist Jeanologia. The roll-out of the new digital platform will be phased over time, with the goal of being fully scaled in 2020.

Jeanologia's laser-based technology allows Levi's consumers to pick their denim finish and customise their jeans from wash and rips to whiskering.

In addition, Project F.L.X. stores custom designs as digital files, which are then translated for automated bulk manufacturing, effectively eliminating traditional labour-intensive processes and dramatically shrinking the environmental footprint by reducing chemical finishing formulations from thousands to dozens.

"By utilising these new methods and tools offered by Project F.L.X. we are able to speed up our ideation and creation process while delivering authenticity with advanced agility," says chief product officer Karyn Hillman.

Project F.L.X. technology will be available in select Levi's stores starting Spring 2019.