At Levi Strauss & Co., we’re on a mission to transform into a fan-obsessed, world-class retailer. One way we make this happen is by keeping our fans at the forefront of everything we do — starting with designing the products they want to shop.
This past spring, our fans proved this commitment was paying off when our recently-launched Levi’s® Cinch Baggy jeans went viral across social media.
Read on to learn more about these jeans and the magic that happens when we are responsive to our fans while staying true to our roots.
Identifying Opportunity
It’s no secret that both baggy and high-waisted jeans are trending. But our design team also kept hearing that our curvier fans couldn’t find baggy jeans that fit properly around the waist. Seeing an opportunity to create one product that could deliver on both fronts, our designers set to work to design a jean that was versatile and flattering on all different body types.
“We’re the global denim leader, and it’s our responsibility to drive innovation and set the future trends of the category,” shared Jill Guenza, VP, Design Women’s Apparel at Levi’s®. “When our fans are coming to us with specific fit and fashion needs, it’s our job to deliver.”
Innovation Meets Heritage
The design solution to our fans’ request was surprisingly simple — a straight-leg baggy jean with adjusters on the back for a truly “tailored-to-you” fit. This design gives wearers the flexibility to style the jeans low-rise or high-waisted — essentially getting two looks in one pair — while eliminating the waist gap.
“When it comes to jeans, versatility is key, especially in today’s denim era,” said Jill. “We wanted to create a jean that works for every body type, while giving people the flexibility to adapt their look for any occasion. And we needed to do it in a way that felt authentic to us and to our history.”
While trends may come and go, high-quality, staple pieces are timeless. Consulting with our LS&Co. Archives, our design team reviewed styles from throughout our over 170-year history, drawing inspiration from the original Levi’s® 501® jean, Lady Levi’s® jeans and even our classic Trucker jacket, which features adjusters on its hem.
Enter: Cinch Baggy jeans, an innovation that honors our past, while styling us for the future.
The Viral Moment
The social response to Cinch Baggy was overwhelmingly positive. In early March alone, TikTok search volume for the jean hit over 200M, with influencers and everyday shoppers alike raving about the versatility and fit. Fashion outlets like Harper’s Bazaar featured the fit, sharing, “It’s tough to convince me to add a new pair of jeans into my rotation, but I’m already thinking up occasions when I can put the side snaps to use. Besides being functional, there’s something fun about clothes that you can DIY to your liking.”
“It was pretty incredible to see the organic pickup and viral response to the product,” said Kellie Hansen, director of Global Social Media for Levi’s®. “When we saw the acceleration in conversation with consumers, we wanted to take back some ownership — so we partnered with our Styling team to create content rooted in product education, which was really well received.”
People aren’t just buying these jeans — they’re genuinely excited about them. Fashion influencers love the styling options, everyday shoppers appreciate getting two stylish looks in one trendy pair and brand fans continue to appreciate our innovations.
What’s Next?
The strong demand for Cinch Baggy jeans is proof that when we listen to our fans, lean into innovation and embrace our legacy, success follows. As we celebrate the success of Cinch Baggy, we know this kind of fan-obsession isn’t limited to our products — it’s in the experiences we create in our stores and on levi.com and in the ways we engage our fans across channels and clusters.
“Our fans’ bodies and style needs were the real inspiration behind the viral Cinch Baggy, and we are inspired to continue innovating for our fans in the seasons and years to come,” said Jill.
Ready for your own pair of Cinch Baggy jeans (or maybe some Cinch Shorts for summer)? Head to Levi.com to grab some for yourself and share your Cinch love in the comments below!
