On Wednesday, I confronted a great enemy of mine…jeans at the holy grail of denim aka the Levi’s store in SoHo. Levi’s shut its doors to the public for the private launch of their first Women’s Global launch of Curve ID. The Curve ID seeks to alleviate many of women’s frustrations when it comes to jeans shopping by creating jeans “that focuses on shape rather than size.”
While the Curve ID’s tagline “all asses were not created equal” is simple enough (and downright accurate), the process Levi’s embarked on in order to develop the fit system required a little homework and homework they certainly did. Levi’s spent 18 months meeting real women all around the world and studied over 60,000 body scans to identify 3 distinct body types that account for 80% of women’s shapes universally:
- 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 is designed to fit even proportions and 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 is designed to honor genuine curves and 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 Strauss & Co. global survey concluded:
- 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.
While other brands and designers have introduced somewhat similar jeans in the past, Levi’s Curve ID stands out. They have merged science with style in quality denim and of course, at great price points. As Kris Tulin, the Senior Director of innovation notes: the CURVE ID jeans are “custom jeans off the rack” thankfully taking the guesswork out for us ladies and dare I say: have us look forward to shopping for jeans??
Levi’s Curve ID fits will begin hitting select Levi’s retail store locations as well as introducing the 4th body type, the Supreme curve, in the upcoming months. The fit system will also be incorporated into the majority of Levi’s Women’s denim collection in waist sizes 22-34 in various styles and finishes. Each store carrying the line will have trained fit experts to help women identify their Curve IDs.
To figure out your Curve ID and shop: www.levi.com
Kris Tulin presentation at Levi’s Curve ID Global Launch
The making of Curve ID
Thanks to Levi’s for the Pinkberry and jeans!
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[…] announced the expansion of its popular global women’s Levi’s Curve ID denim line, to include a new fit, new styles and extended sizes. The Levi’s Curve ID line utilizes a […]
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