Following the success of its bespoke jeans service in its stores in New York’s Meatpacking District and San Francisco’s Market Street, denim brand Levi’s has introduced its Lot No. 1 made-to-order service for the first time in Europe. Available at the Levi’s London flagship store in Regent Street, the service is by appointment only and each pair of customised jeans costs £500. The new tailoring service offers customers the opportunity to select their desired fit (from a range including mid, high, or low combined with straight, tapered or skinny leg styles), weight and denim colour (from five options of selvedge denim), as well as customize design details (including 20 thread colours, 12 leather patches, and seven button and rivet colours). Each pair of jeans is hand-made on site over a period of five to six weeks and is collected inside a matching denim case personalised with the customer’s initials.