Levi’s launches Curve ID


Results from a global survey conducted by Levi’s revealed that most women (87 percent) wish they could find jeans that fit better than the ones they own and while most women (81 percent) believe that it’s good to have a curvy body, only a few (33 percent) believe that  jeans are made to fit their curves. Hence the launch of Levi’s Curve ID.

The new line, created as a result of studying more than 60,000 body scans and listening to women around the world of all shapes and sizes, utilizes a fit system based on shape, not size. 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 80 percent of women’s shapes universally. The three Levi’s Curve ID fits are based on these universal body types.

  • Slight Curve – designed to celebrate straight figures Slight Curve is designed to define a woman’s waist, while accentuating her curves. If jeans usually fit in the hips and thighs but are too tight in the waist, a woman should try the Slight Curve.
  • Demi Curve – designed to fit even proportions Demi Curve is designed to flatter a woman’s waist, while smoothing her shape. If jeans usually fit in the waist, but don’t flatter the figure, a woman should try the Demi Curve.
  • Bold Curve – designed to honor genuine curves Bold Curve is designed to hug the waist, without gapping or pulling. If jeans usually fit in the hips and thighs, but gap in the back, a woman should try the Bold Curve.

Levi’s Curve ID fits will begin rolling out in select Levi’s retail stores in the U.S., Canada, Mexico, Brazil and retail locations in Asia and Europe throughout summer/fall 2010. The fit system, is available in sizes 22-34 (0-16 on a traditional women’s size scale) in a variety of styles and finishes.

Each store carrying the line will have trained fit experts to measure customers, identify their Levi’s Curve ID and help them find the best fitting jeans for their body type and style preference.  A global digital fitting room will launch on Levi.com where women will be able to find their Levi’s Curve ID, explore product demos and learn more about fit science.

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