In 2008, we had an underutilized space at our flagship Levi’s store in San Francisco. At the same time we had a brand initiative to share the story of crafts people and makers. And our jeans have always been a blank canvas for customization and personal style. I wanted to combine all of these ideas into something that customers could experience in a new and innovative way. We developed a menu of one-of-a-kind services, quality repair, and tailoring work that we merged with a merchandising plan for Levi’s vintage resale and customization. When we opened the first Tailor Shop, I trained the team on darning and hand patching, how to do an authentic chain-stitched hem (we sourced a vintage Union Special chainstitch machine) and how to customize and fit jeans on customers. The concept was rolled out globally the following year and continues to be a destination in Levi’s retail.
