Levi Jeans will soon be offering customers the option of designing their own jeans, using the new laser technology the company has developed.

Customers will be able to choose the colour and ‘level of destruction’ of their jeans.

Levi’s president of direct to consumer, Marc Rosen, said that the retailer is planning to launch online in the US in the autumn.

He said: “The consumer is changing faster than ever, and technology is evolving faster than ever, it’s up to us to find the intersection points and seize the opportunities.”