How denim giant Levi's will soon start breaking in its jeans. Watch as we go to Levi's Eureka Lab in San Francisco, where jeans are weathered in a 90-second laser wash.

The beam is invisible, so watching the process is surreal: A pair of pants, mounted taut on a rack, goes from fresh-off-the-roll dark blue to longtime-favorite faded and creased, transitioning in a crisp line from left to right like a photo slowly loading in a browser.

"Working with denim is a great mix of creativity and science," Bart Sights, Levi's VP of technical innovation. Laser weathering will be implemented in all of Levi's supplier factories next year.

The Word From Levi Strauss:

Levi’s® has launched the online Eureka Innovation Lab 360° Experience, an interactive behind-the-scenes view of the brand’s denim atelier of the future.

The lab, established in San Francisco in 2013, is dedicated to design, research and creative development, and creating advanced prototypes — like the Levi’s® Commuter™ Trucker jacket we designed with Google ATAP’s Project Jacquard technology woven in.

“I think we realized when we built Eureka a few years ago, we had an opportunity to define the future,” said Bart Sights, VP of Technical Innovation.

Now, for the first time, you will have a chance to take a virtual tour throughout the innovation facility. It is an environment where creativity knows no boundaries — where the brand experiments with fit, finishing and fabric. From industrial-sized washing machines to a laser machine to inflatable legs that jeans are fitted onto so they can be sanded for the perfect wear patterns, you can see it all as you explore the lab.

Throughout the immersive experience, you can click through hotspots not only to reveal insights into the innovation, know-how and craftsmanship that go into the development of a pair of jeans, but also to learn the stories of the people behind the brand and their creative journey in curating a collection.

You can also view our latest product launches, including the new 501® Skinny, and shop the collection as you learn and interact with the online experience.

Source | Levi Strauss

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