Customise your very own G-STAR RAW jeans at Selfridges

Someone, somewhere inside the G-STAR RAW team has come up with an interesting way to promote their jeans. It is offering high-end craftsmanship and tailoring through customisation, giving you control over how you want your jeans to look via their RAW Tailored Atelier service. I was invited down there to see what the experience was like and found it to be highly enjoyable. Can you believe they have installed a little pop-up factory, with real sewing machines, threads, irons and other machines? Those machines are not just there for display as they are actually used by the tailors to design you your jeans. You can stand and watch it all happen!

Firstly I was handed a pair of G-Star 3301 Red Listing denim jeans and asked to put them on in the changing room.

Once done, a member of the G-Star team asked whether I wanted the jeans rolled up from the bottom of my legs, and I had informed him I did, and he followed up by asking how short/long I wanted the length to be.

I then went though a few stages, getting to choose what colours I wanted the button, button fly, rivets, tabs and inside label to be, before everything was placed inside a little cotton bag and handed over to the professional tailor.

I watched him with great interest, marking the legs with chalk, cutting off pieces of denim, ironing and then cutting off some more. It is fascinating watching things, almost anything, being created – I love watching the construction of it all, just seeing how it all comes together to become the finished product.

I did not have to wait very long as the entire process took around 20 minutes – not bad at all if you are in a rush.

I enjoyed having control over how my jeans would look, and loved getting to try out their unique bespoke service. The RAW Tailored Atelier service is be available exclusively at Selfridges from July 12th-15th 2012. The price for a pair of jeans is £185 which is a premium price for a premium service. Shopping for me is not just about buying a product, it is about the experience, and this one certainly has the “wow” factor by offering a personalised denim Atelier service. It is well worth visiting just so you can watch, and then you can decide whether you want a pair or not.

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