Levi’s® Curve ID Launch

July 11, 2012 by  
Filed under Women Fashion Video

default Levis® Curve ID Launch

LEVI’S® BRAND INTRODUCES REVOLUTIONARY FIT SYSTEM THAT FOCUSES ON SHAPE, NOT SIZE Levi’s® Curve ID Is Company’s First Global Women’s Denim KUALA LUMPUR (August 10, 2010) — Today, Levi’s® — the original, definitive jean brand — announced a new line of custom fit jeans made to fit the curve of a woman’s body. The new line, Levi’s® Curve ID, utilizes a revolutionary fit system based on shape, not size and was created as a result of studying and listening to more than 60000 women around the world. 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. “Since we patented 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 Merchandising and Design for the Levi’s brand. “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.” 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 60000 women to develop three custom fits based
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