Levi’s® Curve ID Launch


[Warning – Long post]
This one is primarily for my female friends. Guys – there are photos and a video for you after the jump. Enjoy!
Small Bum or Big Bum, Levi’s Has Jeans to Fit You!
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.
The problems women have with common jeans
Ok here are the main problems that women face:
Muffin Top – The hips fit but the waist is too tight causing the fat to spill out over the top. Not a pretty sight!
The Paper Bag – The waist fits but there’s too much room at the hips and legs causing the jeans to be too baggy. Another fashion boo boo to avoid.
The Gaping Waist – The hips fit but the waist is too loose causing a big gap at the back revealing everything when you sit down. (Some guys actually like this – they are called perverts)
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 Line

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 60,000 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 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:
The Slight Curve
Slight Curve – designed to celebrate straight figures
For you who don't have JLO hips/ bum
Slight Curve is designed to define a woman’s waist, while accentuating her curves. If jeans fit in the hips and thighs but are too tight in the waist, a woman should try the Slight Curve.
The Demi Curve
Demi Curve – designed to fit even proportions
For those of you who have average hips/ bum
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.
The Bold Curve
Bold Curve – designed to honor genuine curves
For those of you with JLO hips and bums! Yeah baby!
Bold Curve is designed to hug the waist, without gapping or pulling. If jeans fit in the hips and thighs, but gap in the back, a woman should try the Bold Curve.

A closeup view of the new Curve ID
A view of the nice round bum
The view from the front
Levi’s® Curve ID fits will begin rolling out in select Levi’s® retail store locations in the U.S. and retail locations in Asia and Europe throughout summer / fall 2010.
Each store will have trained fit experts to measure women, identify her Levi’s® 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® Curve ID, explore product demos and learn more about our fit science.
To visit the Malaysian Levi’s website click this – www.levi.com.my
There you have it! I look forward to seeing girls wearing these new jeans that flaunt their assets. If you’d like to see photos from the launch CLICK HERE.
Here’s your reward for reading this incredibly long post – a photo of my event buddies! Guys – the lovely Sarah Lian. Girls – the not too bad looking Henry Golding.

With Sarah and Henry