Levi’s aims to redefine women’s jeans with new line
26 Aug 2010
Jeans brand Levis has announced a new line of custom fit jeans made to fit the curve of a woman's body.
The new line was showcased at a press conference addressed by John Anderson, president and CEO, Levi Strauss yesterday at the India leg of the global launch.
Levi's Curve ID, utilises 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.
''Since we created our first women's jeans 75 years ago, no one has changed the formula for finding the perfect fit,'' said You Nguyen, senior vice president of women's merchandising and design for the Levi's brand.
Levi's identified three distinct body types that account for 80 per cent of women's shapes universally.
The three Levi's Curve ID fits are based on these universal body types and include slight curve, designed to celebrate straight figures; demi curve, designed to fit even proportions and the bold curve, designed to honour genuine curves.