For over 150 years, Levi’s® 501® jeans have remained the gold standard of denim — an enduring style worn and loved by generations. So when we began hearing feedback that the classic 501® doesn’t fit and flatter some of our curvier fans, we knew we had to make a change to ensure the 501® remains a timeless classic — for everyone.
So how does a fan-obsessed brand with a legacy as rich and deep as ours respond? Enter the 501® Curve. A fresh take on the original, the new 501® Curve is designed to celebrate and fit curves, without compromising the authentic straight-leg silhouette that makes the 501® so iconic.
Staying true to the legacy of the original, the 501® Curve incorporates a high rise, button fly and straight leg, but with thoughtful design updates. A more contoured hip-to-waist ratio to eliminate back gapping and extra room in the seat and thigh deliver a comfortable, sculpted fit. Crafted to enhance and flatter, this innovative denim offering ensures that more body types can experience the effortless style of the 501®.
“We went through many variations and wear-tests to land on this shape, and we feel that it’s a truly authentic 501® jean imbued with Levi’s® DNA, but for a curvy body that might not have been able to find the right fit with our other 501® fits,” said Jill Guenza, VP of Women’s Apparel Design for the Levi’s® brand. “It’s an exceptional moment in our history.”
And it was also an exceptional moment in our headquarters. Many of our own LS&Co. employees were involved in the fit model process, stopping by to try on samples and give feedback on the new look. When the final design was landed, the energy in the room was palpable.
Listening to our fans and innovating timeless Levi’s® classics has long been a catalyst for innovation. Earlier this year, for example, the Levi’s® brand introduced the wildly popular Cinch Baggy jean — responding directly to fans’ requests and taking inspiration from the Levi’s® Archives to create a design that eliminates the waist gap on curvier bodies.
The 501® Curve is already delighting fans and delivering for our brand. Ready to see how they fit for yourself? Head to levi.com or your local Levi’s® store to shop today.
