Beloved denim brand Levi's has always been ahead of the curve in this sense, having launched its customization services around 2010 with tailor shops that offer not only alterations and repairs but also the addition of patches and embroideries to any item.
"People love being able to customize their denim. It's self-expression," Jonathan Cheung, the brand's head of global design, tells me. "They'll put a name or some kind of cheeky slogan on [it], and suddenly it becomes more than just a pair of jeans, more than just a denim jacket. It becomes a part of them, and that little touch of personality tells the world a little bit about the owner. It makes the clothing somehow more human, and in this busy, crazy world, to be more human is a good, good thing."
