Levi's - the original, definitive jean brand - announced a new line of custom fit jeans made to fit the curve of a woman's body. The new line, Levi's Curve ID, utilizes a revolutionary fit system based on shape, not size and was created as a result of studying and listening to more than 60,000 women around the world.
Through this research, Levi’s designers created a new approach to measuring a woman’s body and identified three distinct body types that account for most women’s shapes universally. The three Levi’s Curve ID fits are based on these universal body types.
“Since women’s jeans were patented 75 years ago, no one has changed the formula for finding the perfect fit,” said Bibi Choa, vice president for merchandising & design, Levi’s brand, Asia Pacific Division, based in Hong Kong. “Our revolutionary approach looks beyond waist size to address the true curves of a woman’s entire body. We’ve created three custom fits that address a range of body shapes, allowing women to find their perfect fit and ultimately helping them feel confident and sexy in their jeans.”
Unlike other denim brands, Levi’s Curve ID utilizes a unique, customized fit system focusing on a woman’s shape and proportions, not her size. The designers studied the bodies of more than 60,000 women to develop three custom fits based on the difference between the measurement of a woman’s hip and seat – the greater the difference, the curvier the body – and include:
‘Slight Curve’ celebrates straight figures by defining the waist and accentuating curves. Slim fitting through the thighs, it shapes the derriere to achieve a perfect curve.
‘Demi Curve’ frames perfect proportions by flattering the waist and smoothing the overall silhouette.
‘Bold Curve’ honours real curves and celebrates true feminine contours. Hugging the waist without gaping or pulling, these jeans provide room in the seat and thighs to achieve the most flattering fit.
In an effort to further understand women’s fit frustration, Levi Strauss & Co. conducted a global survey. Revealing survey findings include: – More than half of women (54 percent) try on at least 10 pairs of jeans to find one pair they would buy. – Most women (87 percent) wish they could find jeans that fit better than the ones they own. – Most women (67 percent) believe that jeans are designed for women with “ideal” figures. – Very few women (28 percent) believe that jeans are designed to fit their bodies.
Levi’s Curve ID fits have begun rolling out in New Zealand now with prices starting from RRP$99.90.
Each store will have trained fit experts to measure women, identify her Levi’s Curve ID and help her find the best fitting jeans for her body type and style preference. A global digital fitting room will launch September 1, 2010 on levi.com where women will be able to find their Levi’s Curve ID, explore product demos and learn more about our fit science.