PERSONAL TOUCH: Levi’s has collaborated with local talents for the first time to celebrate the reopening of its Berlin flagship store on Kurfürstendamm.
For two weeks starting March 30, classics like Trucker Jackets and 501 jeans personalized by young designers Bobby Kolade, Malaikaraiss and Sopopular will be on display in the Levi’s store – Germany’s largest.
Customizing has been part of Levi’s DNA from the outset. The brand’s jeans were personalized by 19th-century miners and Fifties Rockabillies, for instance. But repair and customizing services only entered into the corporate strategy in 2010 with the Levi’s Tailor Shops in European flagships.
The company plans to open such shops in all of its major European stores and intensify collaborations with local designers.
“We want to work more with Berlin talents,” said a Levi’s spokesman. “The city has always been a symbol of freedom and subversion — attributes inherent to our brand.”