Contours-loving Levi's in Lankan market

by Sapumali GALAGODA

Levi's the original jeans brand announced a new line of custom-fit jeans made to fit the curve of a woman's body recently, at the Majestic City Lobby.

Levi's Curve ID is based on shape and not the size, created by studying more than 60,000 body scans and listening to women of all shapes and sizes around the world.

Through research the designers had created a new approach to measuring a woman's body and identifying the three distinct body types that account for 80% of women's shapes.

The slight Curve,designed to celebrate straight figures, to define a woman's waist while emphasizing her curves. If an ordinary jeans usually fit the hips and thighs but too tight in the waist region, a woman ought to try the Slight Curve.

The Demi Curve, designed to fit even proportions, has been designed to flatten a woman's waist, while smoothing her shape. If an ordinary pair usually fits in the waist but don't flatten the figure women must go for the Demi Curve.

The Bold Curve, designed to honour genuine curves is to hug the waist without gaping or pulling.

If a common pair fits the hips and thighs but gapes at the back, a woman should try the Bold Curve.

Levi's Curve ID fits began rolling out in selected Levi's retail store locations in the U.S, Canada, Mexico, Brazil and some locations in Asia and Europe throughout the fall of 2010. The fit system which will be incorporated into the majority of Levi's women's denim collection is available in sizes 22-34 in a variety of styles and finishes. The Levi's brand is a classic American style. Since its invention by Levi Strauss in 1873, Levi's jeans have become the most recognised and imitated clothing in the world.

Levi's range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to show their personal style.