Live Denim Customisation Experience

We partnered with Levi’s to celebrate 50 years of the iconic 70505 Type III Trucker Jacket through a six-week live in-store customisation experience at their London flagship.

The activation transformed the entrance of the store into an immersive “denim tattoo parlour,” giving customers the opportunity to personalise their jackets with exclusive artwork from leading UK tattoo artists.

The Experience

Guests were invited to customise Levi’s denim jackets using interactive YR design stations embedded within the store environment.

The experience featured limited-edition artwork created by five leading tattoo artists, allowing customers to select and preview designs in real time before applying them to their garments.

Interactive screens powered by YR software enabled full visualisation of each design on denim, supported by in-store staff guiding guests through the creative process.

Live Denim Production

Once a design was selected, jackets were produced live in-store using direct-to-garment printing technology powered by the YR platform.

Each item was printed within minutes, creating a seamless transition from digital design to physical product.

The process added a strong sense of theatre to the retail space, allowing customers to watch their personalised jackets being created in real time.

Limited Edition Drop

Each design was produced in highly limited quantities, with only a small number of each artwork available in-store, reinforcing exclusivity and collectability.

Every jacket was packaged with a certificate of authenticity and unique issue number, creating a premium keepsake that extended the value of the activation beyond the store visit.

Select designs were also made available across additional Levi’s locations in the UK, extending the reach of the campaign beyond London.

The Result

A landmark retail activation that reimagined one of Levi’s most iconic garments through live customisation, digital design, and on-demand production.

The experience blended heritage, art, and technology to transform the Trucker Jacket into a personalised canvas for self-expression.