In 2018, Levi Strauss & Co. introduced Project F.L.X., which digitized denim finish design and eliminated the need for many physical sampling processes. This innovation reduced the time and environmental impact of developing new denim finishes, using lasers to create authentic-looking worn effects. Project F.L.X. was a major step toward more sustainable and efficient denim production.

Project F.L.X., with its use of lasers to create 'authentic' wear patterns, highlights the postmodern fascination with simulation and the construction of authenticity, themes that have been central to poetry from the Language poets to the conceptualists. The digital finishing of denim parallels the ways in which poets have used technology to create new forms of expression. The project's focus on efficiency and sustainability also resonates with the ecopoetic concern for the environmental impact of production.