Levi’s has announced the launch of their newest fit, Curve ID, which will launch September 2nd.
The new line has been a long time coming. For the past 1.5 years, Levi’s has been studying women around the world. The company studied and conducted body scans on over 60,000 women in 13 different countries. From this, they concluded, that women dislike shopping for jeans.
Curve ID, aims to make denim shopping a more pleasant experience, by acknowledging that different women have different body types. “The fits that we’re launching will account for 80% of the women’s body shapes in the world,” commented Levi’s president, Robert Hanson.
The brand will feature 3 distinct styles, One, for women who find the fit in the hips and thighs good but are too tight in the waist, a demi curve (if your jeans “usually fit in the waist but don’t flatter the figure”) and a bold curve (if jeans “fit in the hips and thighs, but gap in the back”). There will be a fourth style launched later in the year, and the company estimates it will then have 96% of body types accommodated.
For example, the photo below illustrates 3 women, each with a 27″ waist but with different curves. Levi’s Curve ID aims to accommodate these curves through their offerings of different styles.
So far these celebs have stopped by the LA showroom to pick up the jeans; Emma Roberts, Eva Amurri, Kat Dennings, Amber Heard, Julia Jones (Twilight) and Rutina Wesley. Katherine Heigl is also wearing several different cuts in her new movie ONE FOR THE MONEY.
The line will feature waist sizes from 22-34, in straight leg, boot cut and skinny styles. They will also come in a variety of different washes, with prices ranging from $64-$148.
Although the line officially releases September 2nd, it is available in some stores as well as at Levi’s.com.
Images and article from Levi’s and LAtimes.com