By  on October 16, 2018

The apparel business is used to seeing trends come and go. But innovation is no flash in the pan, certainly not for Levi Strauss & Co., whose new approach to denim made an impression at Wired’s 25th anniversary tech summit and festival this weekend.

After 165 years, Levi’s denim proposition went through a radical reinvention, with the introduction of its laser-finishing tech — FLX (short for “future-led execution”) — in February. Wired25 attendees got to see the lasering action close up at its Eureka Innovation Lab in San Francisco this weekend, thanks to a short demo that yielded beautifully finished jeans — designed with artfully designed and placed rips, tears and whiskers — within seconds.

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