Jeans maker Levi’s is expanding its presence in the Philippines by opening its largest store in the region as part of its direct-to-consumer strategy in Asia. 

Located at SM North Edsa, the NextGen store is described as being designed to fulfil the brand’s vision to offer experiential retail by allowing shoppers to discover, purchase, and modify Levi’s items to suit their own self-expression and personal style.

The brand says that its SM North Edsa location is the latest Levi’s store to launch in Asia, a critical region for Levi Strauss & Co to diversify across geographies and focus its direct-to-customer operations.

“SM North Edsa is emblematic of our commitment to bringing quality retail experiences and services to our consumers, especially as we continue to expand our retail footprint in this country,” said Charisse Chua, country manager, Levi Strauss & Co, Philippines. 

“Our goal is to deliver a one-stop, immersive, high-quality shopping experience that will resonate with fans of the Levi’s brand – both new and existing.”

The store will stock the largest selection of Levi’s products in the country, including the 501 jean line and classic Trucker jackets. It has a style lounge, elevated fitting rooms, and LED-powered digital decorations including an illuminated entry archway and in-store screens streaming interactive content. 

In addition, it features a Levi’s Tailor Shop, where customers may personalise their Levi’s garments with embroidery, patches, pins, fabric panelling, and other embellishments.

Earlier this month, Levi’s introduced a plant-based version of its 501 jeans as part of its efforts to improve sustainability.