Last Updated on 20th June 2014

Forget about Ascot and the World Cup; festival season is just around the corner and we couldn’t be more excited about it if we tried.

While trying to get into the festival spirit, we did some vigorous Googling and YouTubing to try and find footage of old musical performances and pics of festival-goers in their coolest outfits, and one thing definitely stood out: the abundance of denim!

And not just any denim, mind – old denim! If it looks like it’s on its last legs and needs throwing out, then it’s the perfect festival piece. If it looks like it’s been customised by the wearer and isn’t a generic high street store pair that everyone has in their wardrobes, then it’s the perfect festival piece. You see where we are going with this.

Levi’s has cottoned onto the fact that it’s all about customised denim this festival season, so has come up with a pretty cool and exciting initiative. It’s asking all of you to pop into the Levi’s store with your favourite pair of Levi’s (it can be your trusty pair of jeans, a jacket, a shirt, or the ultimate festival essential: the denim hotpant) and let one of the expert in-house tailors get to work on it, and truly customise it so it stands out from the festival crowd.

“With denim playing such an fundamental role in people’s wardrobes, the art of customisation and creating products that tell a story, was never more important than it is today,” said Scott Boyd-Errol, tailor at Levi’s Regent Street flagship store.

We couldn’t agree with Scott more; you only have to look at the recent catwalks or street style snaps of our favourite A-listers from Cara Delevingne to Rihanna to know that it’s all about looking unique with old, frayed and most importantly, customised, denim.

Customisation option prices range from £5 – £15, so get down to the Levi’s store to find out what you can get. If you don’t want to draw the line at customisation and want to get some embroidery done too (you might as well go the extra mile, right?) then make sure you head to the Levi’s Regent Street flagship store, as renowned graphic artist Ferry Gouw will be on hand to offer bespoke embroidered pieces from £10 to £50.

We feel we’ve said enough; now watch the video above to see the Levi’s guys in action.

“This post is sponsored by Levi’s, but all thoughts are our own”.

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