Levi's Gets Fit
Body-scanning technology inspires Levi’s to find the perfect curve.
Levi’s is embracing the technology of fit with a new line of custom-fit jeans designed to hug the curves of a woman’s body.
Rather than focus on size, Levi’s Curve ID’s fit system focuses on shape. The company developed the new fit system after studying more than 60,000 body scans and listening to the needs of women from around the world. The new system is a revolutionary concept for the company, according to You Nguyen, Levi’s senior vice president of women’s merchandising and design. “Since we created our first women’s jeans 75 years ago, no one has changed the formula for finding the perfect fit,” Nguyen said in a statement. “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,” she explained.
Curve ID includes three curve sizes: the “slight” curve, the “demi” curve and the “bold” curve. Jeans are available in a range of finishes and styles, including straight-leg and boot-leg. According to the company, the fit system will be incorporated into the majority of Levi’s women’s denim collection. The collection will be available in select Levi’s stores, where trained fit experts will be available to measure and fit women in the jeans. Levi’s has also launched a global digital fitting room at www.levi.com, where women can view product demos and find their Levi’s Curve ID.—N. Jayne Seward
