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Levi's expands Levi's Curve ID Women's Denim Line
10
Feb '11
Levi's – the original, definitive jean brand – announced the expansion of its popular global women's Levi's Curve ID denim line, to include a new fit, new styles and extended sizes. The Levi's Curve ID line utilizes a revolutionary fit system based on shape, not size.

Since Levi's Curve ID jeans were introduced in August 2010, over a million women have found their perfect fit. The line was created as a result of studying more than 60,000 body scans and listening to women around the world – from ultra curvy to stick straight and everything in between.

"We believe women of all shapes should be able to find a pair of jeans that fit them instead of having to fit into the jeans," said Mary Alderete, global vice president of women's marketing for the Levi's brand. "Women have told us they love our new fit system but they want even more styles, sizes and fits. In an effort to build on our Slight, Demi and Bold fits, we researched an even curvier body shape, explored a range of larger sizes, and also listened to women's style preferences around rise and leg opening."

New Fit

Levi's Curve ID jeans were launched in Fall 2010 with three fits that account for approximately 80 percent of women's body shapes.

In an attempt to meet the needs of even more women, a fourth Levi's Curve ID fit called Supreme Curve was added. Supreme Curve is designed to solve the fit frustrations of the curviest women regardless of their small or large size. The Supreme Curve fit sits lower in the front and higher in the back for the comfort and coverage of a perfect fit that truly enhances the shape of a curvy body.

"Women with a really curvy body have the most difficult time finding jeans that fit because most jeans are just too low in the back," added Alderete. "We tested this fit on women around the world and the response was incredible. Finally, jeans that fit and flatter real curves!"

The Supreme Curve fit is initially available in select stores in Brazil, South Africa and the United States as well as select countries in Europe. Supreme Curve will also be available for global consumers online at Levi.com. Supreme Curve will expand to additional markets based on consumer demand for this innovative fit.

New Styles

The Levi's Curve ID line made its debut in the Modern Rise, which sits a little lower on the waist for a contemporary look.

Now, women who prefer a slightly higher rise can find their perfect Levi's Curve ID fit in a Classic Rise that sits below the waist for a little more coverage and a classic look.

For Spring 2011, the Slight, Demi and Bold Levi's Curve ID fits are available in Modern or Classic Rise and a variety of styles (Skinny, Straight and Boot Cut) and finishes.

New Sizes

Now that Levi's Curve ID jeans can fit a range of women's body shapes, we want to be sure that women of all sizes can find their perfect fit. Our fits were initially offered in waist sizes 22 to 32 inches. For Spring 2011, size 34 will be added in all fits and styles. Sizes 36 and 38 will be added to the line in Fall 2011.


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