The brand that started the denim revolution might be the first to have finally perfected its fit across all figures. Through studying and listening to more than 60,000 women around the world, the Levi’sdeveloped a line of custom fit jeans dubbed Curve ID, which utilizes a revolutionary fit system that is ingeniously based on shape and not size.
The brand’s designers identified three distinct body types, using a different approach to measuring a woman’s body. It’s based on the difference between the measurement of a woman’s hip and seat—the greater the difference, the curvier the body. It’s these three universal shapes that have become the unique Curve IDs.
As Jen Jimenez, Marketing Manager of Levi’s Philippines describes it, “Our revolutionary approach goes beyond waist size, hugging and complementing the true curves of a woman’s entire body.” This means that finding your Curve ID will eliminate common problems like a muffin top, the waistband gaping from behind when you sit, or the leg area being too tight despite a perfect fit on the waist.
The bonus is that once you’ve found your Curve ID, the next time you go hunting for a new pair, you can go straight to your “closet” in the stores where you can choose from all the washes and cuts (skinny, bootleg, and straight) in your shape. And, as Frank Briones of Thinline PR mentioned, you’re likely a notch smaller than what you normally get because they run in “vanity sizes.” (Don’t tell the guys!)
Each store will have trained fit experts to measure you and help you identify your Levi’s Curve ID. A global digital fitting room is set to launch on September 1, 2010 on http://levi.com where women will be able to find their Levi’s Curve ID, explore product demos and learn more about the fit science.
Click on the photo gallery to read more about the three Levi’s Curve IDs and figure out which shape you fall under.