LS&Co. Unzipped
Aug 08 2010
OMG. It's Curve ID!
Who knew the first internship of my professional career would land me in an OMG moment in the dressing room?
My name is Elizabeth, and I’m a college senior lucky enough to have had the opportunity to work at Levi Strauss & Co. in San Francisco this summer. On day one of the job, my boss, Blake, took me on a field trip to the Levi’s® Store at Union Square. She told me about Levi’s® Curve ID and how 3-D scans of 60,000 women were studied to craft the perfect fit, how You Nguyen is pretty much the most fabulous man on earth, and how the jeans he designed are supposed to fit me perfectly the first time I try them on.
Naturally, I had my doubts.
First, you should know, I am five feet tall. Finding jeans that don’t sag in the knee, flatten my rear, or accentuate my little love handles is nearly impossible. Although I’ve finally accepted the fact that I will always have to have my jeans hemmed to a measly 27-inch inseam, the struggle to find the perfect pair of jeans still makes me want to throw a tantrum.
So Blake and I head up the stairs to Women’s apparel at the Levi’s® store, and I ask to be fitted for the Curve ID. The sales associate wraps, ties, and adjusts the measuring tape around me and announces. “You’re the ‘Slight,’” He hands me a pair of Levi’s® Slight Curve Skinny jeans and points me toward the fitting rooms.
In ten minutes I emerge, and these jeans fit me perfectly!
“O-M-G, those are AMAZING,” is all Blake can say. The distressing isn’t overkill. The length isn’t heinously excessive, and—brace yourself—my butt looks amazing! These are, like, the pinnacle of denim! What usually takes an hour only took me ten minutes!
The idea behind Levi's® Curve ID is sheer genius. To have a practically custom-made pair of jeans based on your body shape is what we all dream of. I love jeans, but it seems like they are often created for women almost a foot taller than me, with 0% body fat. But with Curve ID, which is designed to fit a woman’s “shape not size,” I look incredible—sans muffin top!
Posted By: Elizabeth Windust, LS&Co. Communications Intern |
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Amy (not verified) - Jan 10 2012
Sorry, I tried all the curve id's and didn't find any that fit. Love my 545's! Guess I will have to look for a new brand of jeans...
asd (not verified) - Oct 30 2011
Awesome Jeans;)
christiansurf (not verified) - Aug 15 2011
The jeans remind me of Lane Bryant's Right Fit that I like so much, but with a better funky measure tool. Hope they account for the fact that, in plus size, when you sit and when you stand, the measurements can change dramatically. Sitting I need five more inches in the waist than when standing,without getting a heimlich maneuver from the jeans from too-tight 'doesn't stretch enough' jeans. Curiously, maternity jeans would be the best thing for plus sized (20-28 size ultra curvies) but who wants to be mistaken for a prego? There's got to be a way to glam it up, keep the functionality so they don't fall down when standing and comfort so they don't cut into your gut when sitting, without the maternity look and label or dreaded overalls? One other thing missing, could we please have a techno-friendly pair for women, for 'ditch the purse' days, when the smart phones that are too big for a regular pocket and just seem smarter to stow on the thigh instead of the gut-pocket? Something ultra ultra soft, in nice fall colors and the no-stress good-anywhere denim? The camo lining in the guy's jeans might be fun in women's colors, pink or purple camo lining maybe? Love the 'invisible' side leg zipper pockets and the lay-flat but functional back pockets too.
shelly (not verified) - Aug 02 2011
I LOVED Levi 501's for women. I was really sad to see them disappear. I am looking forward to seeing if these match up to my expectations?
Roshni (not verified) - Jul 06 2011
Nice one
tracy (not verified) - Apr 22 2011
hello i have one comment I love levis but im in agreeance with the other guy you have forgotten about us older people who grew up in the 60s and 70s when levis were 100% cotton. And i maybe a woman but i always wore mens levis cuz well that was the way i was shapped, but now i am 45 and not quite built that way anymore. but still wish you would make a pair of womens jeans without all the stretch lycra, and actually look like a good old fashiond pair of levis just for women. Im not alone, I have friends that feel the same way, well cuz we arent in our 20s anymore but we arent dead yet either. I feel that if you put a line out there that was that way and kept the price below 50 bucks and ya it is possible. You would sell a ton of them. Everyone loves levis but noteveryone wants to dress like they are in there 20s when they are in there 40s or 50s but we still want to be cool. think about it
rachel (not verified) - Feb 11 2011
awesome jeans for any one
Brijesh m.s (not verified) - Feb 09 2011
i love levi's jeans because of various reasons..i like its style, design , quality..i suggest so many friends to buy levi's products...i gave so many seminars about levi's in my college..i love to wear baggy jeans of levi's and stright fit of signature....
Chuck C (not verified) - Feb 01 2011
I'm glad to hear Levi's is catering to specific needs. I've been a loyal Levi's guy for 32 years. I can remember throwing a fit with my mother in the back seat of our station wagon in 1979 about buying me a pair of Wranglers!! Seriously!! To this day it's still one of my Mother's favorite stories. I've never owned another pair OTHER than Levi's since that very moment (yes, Mom returned those stupid jeans). Today I find myself struggling to find a pair of Levis that I love. It seems as though Levis has thrown most of their eggs in the "trend-setting" basket and gave the scraps to the early & late majority. I refuse to go anywhere else. I don't consider myself a difficult "shape"... 5'11", 185 lbs.... but entering the "mid-life" age that seems to have been somewhat forgotten by my one and only Levis. Levis, you're as American as America gets. I love what you're doing in reference to fashion, environment, your employees, etc... but there are many of us out there that you have forgotten. You have the fit, but you're lagging on the wash. Is this a business decision or simply an oversight / unawareness on your part? I don't HAVE to set the trend. Get some focus groups going on the 40 / 50 yr old segment........ PLEASE !!! I need jeans !!!
Editor's note: Hi Chuck -- and thanks for the great story about you and your mom. We definitely want to keep loyal customers like yourself. I will be sure to pass along your comments to the Levi's® brand Men's team. For the record, I'm in the same demographic and really like my Levi's® 505® Straight Fit. Have you tried them?
Ted (not verified) - Nov 08 2010
Wow, those look pretty hot.
Wanda (not verified) - Aug 11 2010
Wow! Gotta get me some Curve ID jeans!
Sarah (not verified) - Aug 10 2010
So while adore shopping, one thing I always avoided was jean shopping, I usually go through 20 pairs that don't work and make my self esteem go momentarily down the tubes before i can find ones that I somewhat like...but not this time. I LOVE THESE JEANS...and will never buy anything else ever again.
Felicia (not verified) - Aug 09 2010
OMG what a great, informative blog! This DEFINITELY made me want to purchase some CURVE ID jeans! They look so flattering on the author!
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