Levi’s has launched a premium made-to-order service at its Soho Atelier, with custom jeans priced from £650.

The denim giant is offering customers a one-to-one tailoring experience at its Great Marlborough Street store in London, allowing shoppers to create personalised jeans using premium selvedge denim, finishes and hardware.

The Lot-1 Made to Order service also includes bespoke options, with jeans priced from £950.

The wider offer spans other categories, including bespoke chinos from £995, skirts from £650 and jackets from £1,255.

Customers can choose from a selection of premium selvedge denims sourced from mills including Kaihara and Collect in Japan, and Cone Mills in the United States.

The service allows shoppers to personalise their garments through a range of different denim weights and colours, alongside finishing details including thread colour, rivets, buttons and leather back patches. A vegan leather patch option is also available.

Back pocket designs reference historic 501 models, while customers can also opt for cinch-back buckle styles and side adjusters.

Levi’s said customers can create their own leg silhouette, from wide and bootcut to slim or classic straight, with a Lot-1 tailor shaping the fit to their exact specifications using a universal Levi’s fitting model.

The Lot-1 name, which Levi’s reintroduced in 2013, refers to the original lot numbering system used by Levi Strauss & Co in the late 19th century.

The brand said the service represents its most premium expression of craftsmanship today.

Each Lot-1 made-to-order and bespoke garment is hand-finished and constructed on site at the Soho store.

Both services are available by appointment only, with lead times of around four to six weeks for made-to-order pieces and 12 to 14 weeks for bespoke garments.

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