Levi'S Sizes Up Perfect Fit From Jean Pool

Visitors to Levi's London flagship store in Regent Street, and to the company's main Sheffield shop, will be able, from tomorrow, to be measured up for personally-tailored jeans.

However, the service will not mean the end of the traditional British builder's bum -customised jeans will be available initially only to women.

The shopper's size details, name and address will be put on a computer in the stores. Purchasers will then try pairs from more than 300 proto- types.

The measurements on the computer can then be amended for an exact fit.

When the customer and sales assistant are happy with the specifications - the process should take about 15-20 minutes - the details will be sent to a Levi's factory in Belgium which is equipped with the latest automated cutting machinery.

 

Instead of 60 pairs of jeans being cut at a time, personalised pairs will be cut out separately and given a unique bar code.

The jeans will be stitched and washed like any other mass-produced pair.

When they are finished the jeans will be retrieved from the production line, identified by their bar code and despatched either directly to the customer or to the place of purchase for collection.

Delivery should be within 21 days. Customers will pay a premium for the service: