Levi’s® have launched a unique concept store and the first of its kind within the brand’s retail portfolio – Levi’s® Haus serves as a new blueprint for an in-store consumer experience; a physical brand hub defined by creativity, and a circular-economy concept, making Levi’s® last even longer.

Levi’s® by Levi’s®, a new product solution made from entirely repaired, reimagined and recycled Levi’s® product, will be exclusively available at the brand’s new Soho concept store.


Levi’s® by Levi’s® is a product range that celebrates sustainable product solutions and style for the next generation. Levi’s® by Levi’s® looks to encourage us all to rethink how we shop by repairing, reimagining and recycling old products for a new beginning.

Made exclusively of Levi’s® back catalogue – namely faulty and returned items that could never sell, as well as donations from employees and consumers. Levi’s® will offer a 10% discount for any donation made via the in-store digital donation experience to consumers donating their previously loved Levi’® via the interactive donation wall. The user receives a direct deposit of ‘500 coins’ which translates into 10% off new purchases via the Levi’s® 24/7 app which also can be used in-store or online at levi.com.

The product range aims to encourage shoppers to purchase more thoughtfully and sustainably. As part of the brand’s continued drive to help love what you wear and live with it longer, a team of in-house expert tailors will help extend the life of old Levi’s® no matter what condition they’re in.

They can do this instore in any of 3 ways:


Customers are invited to bring their well-worn denim into Levi’s® Haus, London, where expert in-house tailors are on hand to stitch, patch repair and customize your favourite Levi’s®  adding a stylish reminder that your Levi’s® get better with age. Repurposing and repairing clothes requires minimal additional energy input: no water, no dyes, no global transportation, and no power needed to make more jeans.


To further celebrate the Levi’s® by Levi’s®  launch at Levi’s® Haus, London, the brand is partnering with Indigowares, a company dedicated to making well-crafted, low environmental impact designs using organic indigo dye. Founded by textile artist Lisa Reddings, Indigowares brings its unique dip-dying and shibori techniques to reimagine a range of Levi’s® iconic products from trucker jackets and 501® jeans, ensuring that each piece is truly one-of-a-kind.


Levi’s® by Levi’s® also incorporates recycled product and materials sourced from both consumer donations and the Levi’s® back catalogue to create accessories including bucket hats, tote bags and bum bags. Hand crafted by the Worker Well Trust in Tower Hamlets, London, no two accessories are the same.

The new store also incorporates the following services and collections:

  • Made-to-measure Lot No.1 bespoke denim service
  • Levi’s® Vintage Clothing, a premium line that reproduces the fits, fabrics and details of the brand’s archive to create seasonal replicas and new interpretations of styles from a bygone era.
  • Levi’s® Tailor Shop, the brand’s renowned customisation and repair service, making Levi’s® Haus, London the ultimate destination to see denim through its entire lifespan, and beyond.

Richard Hurren, Vice President of Retail, Levi’s® Europe, commented: “We are delighted to announce the opening of Levi’s® Haus, London,. This unique concept store is the first of its kind within our retail portfolio and will serve as the new home for your every need when it comes to extending the life of your denim. Whether it’s a simple patch repair by our tailors, or the chance to create something entirely new from your pre-loved Levi’s®,  there is something to suit every price point and every creative idea.”

The new store opened its doors on 5th October. Customers can drop in or book an appointment via the 247 app to talk about the possibilities of reworking your denim with one of the in-house tailors.

Store location: 41 Great Marlborough Street, W1F 7JQ