Singling out optimised omnichannel experiences and sustainable values as key pillars, Jeanologia emphasised how real-time co-creation and personalisation of denim jeans before the end customer’s very eyes would be central to its offer going forward.

As chief executive of the company, Enrique Silla, described it: “Finishing the garment physically in front of the customer, transforming and customising it with the customer present in the actual stores and, at the same time, creating a sustainable product [is the future of retail].”

Mr Silla painted Jeanologia’s recent pop-up inside Levi’s Haus in Miami as marking a retail milestone, in which the customer was able to customise “every detail” of their denim purchases via its laser technology.

Similarly, the Spanish firm also popped up within Bershka’s Milan flagship during the city's Design Week, effectively transforming the boutique into a “digital denim customisation laboratory”.

Illustrating the potential of this "future retail" concept, shoppers were offered a “unique” in-person experience over the course of 45 minutes, during which time they were able to map out their desired finishing effects in “a quick and sustainable way”, thanks to Jeanologia’s in-store laser technology.

Image: Jeanologia.