As you probably already know, we here at Image Matters don’t advocate wearing jeans to a corporate job. But the weekend is here, so let’s talk about something new in the long-standing denim jeans industry.
Nearly every woman we meet has trouble finding a great fitting pair of jeans. They either gap in the waist, they are too tight in the butt and thigh, or the rise is too low — the list goes on. We end up settling and never really loving what we buy. Whew-it’s exhausting and expensive! Well now there is something new in the jeans arena for all of us — Levi’s ID Curve.
The line consists of three fits:
- 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.
These jeans are based on shape-not size and the reviews have been very favorable. Levi’s® Curve ID was created as a result of studying more than 60,000 body scans. They found that 54% of women try on 10 pairs of jeans before finding one that works. I’m surprised it’s only 10 pairs-I try on way more than that! They also found that 80% of women represent one of three different body shapes-hence the three categories. The waist sizes of the Curve ID program range from 22 to 34 and will be available in three styles (boot cut, straight and skinny), with a handful of different finishes. All of the denim has a little bit of stretch to it, because “stretch is an important part of the fit technology for these jeans,” says You Nguyen, senior vice president of women’s merchandising and design for the Levi’s brand. I say stretch is a wonderful thing! Prices range from $60 to $148-not too bad for a custom fit jean.
I’m willing to give these new jeans a try. Maybe they will be the dream jeans we all want to find! Levi’s® Curve ID will begin rolling out in select Levi’s® retail store locations in the U.S. this fall. Each store carrying the line will have trained fit experts to measure women and help her find the best fitting jeans for her body type and style preference. If there is not a store close to you, visit Levi.com for instructions on measuring yourself to find your fit and to order. You can also explore product demos and learn more about the fit science on this site.
Stay tuned-We’ll let you know what we think after we measure ourselves (no stores close to us!), determine our fit (we think we know what we are-but we’ll see if Levi’s® agrees!), order our own pairs (or two or three pairs!) and try them on. Should be fun and interesting!