Levi’s Debuts Jeans to Fit Your Shape, Not Your SizeAug 9, 2010 @ 2:19 pm
Levi’s is launching a new line of jeans, Levi’s Curve ID, that boasts a new fit system specially designed to accommodate women’s curves. “Since we created our first women’s jeans 75 years ago, no one has changed the formula for finding the perfect fit,” said Yogen Nguyen, Levi’s senior vice president of women’s merchandising and design. “Our revolutionary approach looks beyond just waist size to address the true curves of a woman’s entire body.” The brand studied more than 60,000 body scans to come up with three new custom fits that will cover the body types of approximately 80 percent of women around the world (a fourth fit will be available in December): Slight Curve (for straight figures, especially those who find that jeans which fit in their hips and thighs are too tight in the waist), Demi Curve (for “even” proportions) and Bold Curve (for women who often experience gapping at the waist in jeans that otherwise fit well.) The line will hit Levi’s stores nationwide this summer, and a digital fitting room will soon be available on levi.com to help shoppers decide which Curve ID is best for them.