Levi’s Launches Curve ID Jeans

With the tag line  stating t “All Asses Are Not Created Equal,” Levi’s launched the Curve ID denim  for women  in New York last night. The line offers to remediate  some  common fit issues like gaping waistlines, too tight  waists and curvy to straighter hips . The idea is “Jeans for All”  in these  three fits: slight curve, demi-curve and the bold curve. To find the right fit each shopper is measured to asses their waist to hip ratio, addressing  shape more than  size.

We applaud the idea of addressing the variety, however,  as you will see in the event images we had hoped the marketing or at least the demonstration would have gone “all the way” in showing more visible  variety in  body shapes  and frankly ethnicity (why not?).  We’re suckers for out-of- the box, so  ads that would shake up  some  body/ethnic  stereotypes  would be fab  ’cause  truly we ‘ve heard them all. The models you will see in the event  images are gorgeous, but the truth is you have to really zone in on each one to really see their curve differences .

On the bright side, most of the  wide variety of event attendees were able to find a pair that fits! The kings of denim  might be on to something big…Take a  closer look on the next page , courtesy of the amazing William Yan.