LS&Co. Unzipped
Oct 14 2011
Go Team! Go Levi's® Curve ID!
Levi’s® jeans have long been part of the standard uniform at college campuses around the world. Now, there’s even more of a reason for college women to pull on a pair of Levi’s jeans – Levi’s® Curve ID, with a fit based on shape, not size.
And the Levi’s® team is currently taking that message to college campuses across the United States – bringing with them the “Mirror, Mirror … What’s My Curve ID?” studio.
At ten tour stops -- highlighting key college football rivalries -- individual schools compete to see who can have the most Levi’s® Curve ID fittings. And participants then vote among key campus women’s groups – representing academics, athletics and the arts – to determine who’ll win a $10,000 grant. The school in each rivalry with the most fittings wins the grant for their school's chosen women's group.
The tour consists of an elaborate pop-up experience that includes custom Levi's® Curve ID fittings, the opportunity to shop Levi.com on-site, and a photo in their new jeans. The studio also provides hair and makeup touchups and limited-edition Levi’s® Curve ID gold nail polish as a thank you gift.
The rivalries? We started in California with UC San Diego and San Diego State. Next came UPenn and Villanova. Then it was Texas A&M vs. Southern Methodist University. Next week, we stop at Arizona and Arizona State. And we wrap it all up later this month in the Sunshine State with Florida and Florida State.
As you’ll see from the pictures below – win or lose – the women are having a great time. And I think most will walk away from the tour having found their new favorite pair of jeans. Levi’s® Curve ID!
Posted By: Sarah An, Senior Manager, Levi's® Brand Marketing |
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Ashley Blake Williams (not verified) - Oct 18 2011
Hi, my name is Ashley and I did the curve ID thing today at ASU and I was fit great! I took a picture in the jeans and it was never sent to me. I was wondering if you might still have to picture since it was done today at 5:30ish on Oct. 18th. I would really like to have the picture. Thanks for fitting me, Ashley
Sir David Haddon (not verified) - Oct 15 2011
I really enjoy reading all that Levi's does for different charities. I missed the Photo Studio that Levi's had in Manhattan, NY and I would have loved to attend because I am a Professional Photographer and Artist that is disabled from an automobile accident with a drunk driver, and unable to work I would have enjoyed to see all the work that went on there. Now Levi's has the tour of College, Universities and set up a place to try on the Best Jeans in the World and give the ladies a little make up Makeover to cut some of the stress out of a new college year...Thank You Levi's... Sir David
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