Levi’s Introduces New Women’s Denim Line

SAN FRANCISCO, Aug 9, 2010 / — Introducing today Levi’s® Curve ID, the brand’s first global women’s denim line, Levi’s also announced that this new line of custom fit jeans is also made to fit the curve of a woman’s body with size only a secondary factor in its design.

Levi’s® Curve ID utilizes a revolutionary fit system based on shape, not size and was created as a result of studying more than 60,000 body scans and listening to women around the world of all shapes and sizes.

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.

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 more curvy the body – and include:

  • 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 store locations in the U.S., Canada, Mexico, Brazil and retail locations in Asia and Europe throughout summer/fall 2010. The fit system, which will be incorporated into the majority of Levi’s® Women’s denim collection, 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 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 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.

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