Levi’s launches new line of custom fit jeans

The new Levi’s Curve ID may be the answer to your search for the perfect pair of jeans.

Check out the custom fits of the Levi’s Curve ID line. Click to see more photos.


Levi’s recently launched Curve ID, a new line of custom fit jeans which utilizes a "fit system" that is based on one’s shape instead of size.

Levi’s designers identified three distinct body types that account for most women’s shapes. The fit system is based on the difference between the measurement of a woman’s hip and seat, therefore, the greater the difference, the curvier the body.

"Our revolutionary approach goes beyond waist size, hugging and complementing the true curves of a woman’s entire body," said Jen Jimenez, Marketing Manager of Levi’s Philippines. "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 beyond confident and sexy in their jeans."

The new Levi’s Curve ID comes in three custom fits:

The ’Slight Curve’ is perfect for women with straight figures by defining the waist and accentuating curves. Slim fitting through the thighs, it shapes the derriere to achieve a perfect curve.

The ’Demi Curve’ frames perfect proportions by flattering the waist and smoothing the overall silhouette.

The ’Bold Curve’ shows off real curves and celebrates true feminine contours. Hugging the waist without gaping or pulling, these jeans provide room in the seat and thighs to achieve the most flattering fit.


Mai Kaufman, Alyanna Martinez, Valerie Bariou Bondoc and Mikaela Lagdameo-Martinez. Click to see more photos from the launch.


Levi’s Curve ID fits will be available in stores this September and will be available in a wide array of cuts and washes.

A global digital fitting room will be available online on September 1, 2010. Check out levi.com where women can explore product demos and learn more about the Levi’s fit science.

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