Burberry might have been the first luxury label to let customers play around with, customize, and ultimately buy its hero item through an app, but a personalized Burberry trench? Pfft, still too preppy. Johan Lindeberg’s BLK DNM line is offering custom outerwear for the hipster set, having taken its in-store leather jacket tailoring services to the digital realm.
Leather Project X is an online customization app (works on your tablet or smartphone, too) that lets you pick your fit, color groups, and materials. Besides adding in some emerald, gold, or royal blue paneling to an otherwise basic black motorcycle jacket, BLK DNM offers lambskin, sheepskin, and suede detailing. Once you’ve settled on a look, your design is sent to the company’s studio, put together, and delivered to you in about six weeks.
Of course, a bespoke moto jacket isn’t cheap. Prices start around $3495. That said, the online version of the brick-and-mortar service does bring Leather Project X to a much broader audience, at least within the realm of the wealthy, as the in-store option is only available in New York and Stockholm.