Today, Levi Strauss & Co. launched their new jean line—Curve ID, also known as "Custom Fits" for women, which they claim "will provide nearly any woman a five-pocket pair of jeans that feels custom fit to her shape."*
Curve ID jeans come in "three fits: a slight curve (for the woman who finds that regular jeans 'fit in the hips and thighs but are too tight in the waist'), a demi curve (if your jeans 'usually fit in the waist but don't flatter the figure') and a bold curve (if jeans 'fit in the hips and thighs, but gap in the back')."*
Personally, I could not be happier to see the "bold curve" model for women whose jeans tend to gap in the back. This is a constant problem I have with pants, forcing me to either cinch my waist with a too-tight belt or wear long shirts to hide the gaping hole that gives people standing behind me a panoramic view of my Jockeys.
According to the LA Times, Levi Strauss "studied women around the world, conducting thousands of interviews and looking at 60,000 body scans of women in 13 countries" from whom they learned that "jeans shopping ranks right up there with buying bras and bathing suits."
Uh, no kidding.
Are they just figuring this out now?
To combat this problem, Levi's even offers a type of body calculator that lets you find your "Levi's Curve ID."
A Levi's rep claims that this new line "account[s] for 80% of the women's body shapes in the world" and that "when we launch the fourth one—our most extreme curve—at the end of this year or early next year, then we'll have 96% of women covered."*
What's also interesting is that the new line is "about shape not size." As the photo below demonstrates, women can have the same waist size (as these women do), but still have markedly different body shapes.
Until now, all three of these shapes were shoveled into the same size four jeans. Now they have more options.
Waist sizes will range from 22 to 34-inch waist, and prices will go from $60-148, expensive from my point of view, but still far less than true custom jeans and, therefore, possibly worth the cash if it means that I won't have a gaping hole in the back of my pants.
Levi's is currently offering free shipping and returns on the Curve ID line. Use this coupon at checkout: