How Levi’s Perfects Imperfections

The Wall Street Journal: “Levi Strauss & Co., plans to use lasers to create the holes, fraying and fading that give trendy jeans their worn look, a previously labor-intensive process that required garment workers to brush the fabric with sandpaper, rotary tools and chemicals. A laser can finish a pair of jeans in 90 seconds, compared with up to 20 minutes for hand-finishing. The new technology will cut the production and distribution cycle in half, enabling the San Francisco-based company to better match supply with demand. The goal: reducing end-of-season markdowns.”

“The lasers, which etch off layers of fiber, reduce the number of steps in denim manufacturing to three from as many as 20 … Levi Strauss expects that almost all of Levi’s jeans will be made using the laser technology by 2020, a company spokeswoman said.”

“The company partnered with Jeanologia, a Spanish technology company, to upgrade its existing laser technology, which will be rolled out by its suppliers in coming years. It also developed software that allows its designers to create the holes, whiskers and other detailing on a computer and send a digital prototype to factories with the push of a button. With the automated system, the finishing is done after the denim is washed, which allows Levi Strauss to make last-minute style changes. Once the jeans go into production, they can arrive in warehouses in three months, down from six months.”

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