Levi's(r) Brand Introduces Revolutionary Fit System That Focuses On Shape, Not Size

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9th August 2010, 04:20pm - Views: 1011






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MEDIA RELEASE PR40746


Levi's(R) Brand Introduces Revolutionary Fit System that Focuses on Shape, Not Size


SAN FRANCISCO, Aug. 9 /PRNewswire-AsiaNet/ --


       Levi's(R) Curve ID Is Company's First Global Women's Denim Line


    Today, Levi's(R) - the original, definitive jeans brand - announced a new line of custom fit jeans made to fit

the curve of a woman's body. The new line, Levi's(R) Curve ID, utilizes a revolutionary fit system based on

shape, not size and was created as a result of studying more than 60,000 body scans and listening to women

around the world of all shapes and sizes.





    Through this research, Levi's(R) 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(R) Curve ID fits are based on these universal body types.


    "Since we created 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 Women's Merchandising and Design for the Levi's(R)

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(R) 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 60,000 women

to develop three custom fits based on the difference between the measurement of a woman's hip and seat -

the greater the difference, the more curvy the body - and include:


    Slight Curve - designed to celebrate straight figures

    Slight Curve is designed to define a woman's waist, while accentuating her curves. If jeans usually fit in the

hips and thighs but are too tight in the waist, a woman should try the Slight Curve.


    Demi Curve - designed to fit even proportions

    Demi Curve is designed to flatter a woman's waist, while smoothing her shape. If jeans usually fit in the

waist, but don't flatter the figure, a woman should try the Demi Curve.


    Bold Curve - designed to honor genuine curves

    Bold Curve is designed to hug the waist, without gapping or pulling. If jeans usually fit in the hips and thighs,

but gap in the back, a woman should try the Bold Curve.


    In an effort to further understand women's fit frustration, Levi Strauss & Co. conducted a global survey.

Revealing survey findings include:

    - More than half of women (54 percent) try on at least 10 pairs of jeans 

      to find one pair they would buy.

    - Most women (87 percent) wish they could find jeans that fit better than 

      the ones they own.

    - Most women (67 percent) believe that jeans are designed for women with 

      "ideal" figures.

    - Very few women (28 percent) believe that jeans are designed to fit 

      their bodies.



    Levi's(R) Curve ID fits will begin rolling out in select Levi's(R) retail store locations in the U.S., Canada,

Mexico, Brazil and retail locations in Asia and Europe throughout summer/fall 2010. The fit system, which will

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be incorporated into the majority of Levi's(R) Women's denim collection, is available in sizes 22-34 (0-16 on a

traditional women's size scale) in a variety of styles and finishes.


    Each store carrying the line will have trained fit experts to measure women, identify her Levi's(R) Curve ID

and help her find the best fitting jeans for her body type and style preference.  A global digital fitting room will

launch on Levi.com where women will be able to find their Levi's(R) Curve ID, explore product demos and

learn more about our fit science.



    For further information, please contact:

    Kelley Benander

    Levi Strauss & Co.

    (415) 501-7598

    kbenander@levi.com


    Alexa Rudin

    Levi Strauss & Co.

    (415) 501-7645

    arudin@levi.com



    ABOUT THE LEVI'S(R) BRAND 

    The Levi's(R) brand epitomizes classic American style and effortless cool. Since their invention by Levi

Strauss in 1873, Levi's(R) jeans have become the most recognizable and imitated clothing in the world -

capturing the imagination and loyalty of people for generations. Today, the Levi's(R) brand portfolio continues

to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our

range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals

around the world to express their personal style. For more information about the Levi's(R) brand, its products

and stores, please visit http://www.levi.com. For more information about Levi Strauss & Co. visit




    SOURCE:   Levi's brand


    CONTACT:  Kelley Benander

              +1-415-501-7598

              kbenander@levi.com


              or Alexa Rudin

              +1-415-501-7645

              arudin@levi.com


              both of Levi Strauss & Co.




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