With the tag line stating t “All Asses Are Not Created Equal,” Levi’s launched the Curve ID denim for women in New York last night. The line offers to remediate some common fit issues like gaping waistlines, too tight waists and curvy to straighter hips . The idea is “Jeans for All” in these three fits: slight curve, demi-curve and the bold curve. To find the right fit each shopper is measured to asses their waist to hip ratio, addressing shape more than size.
We applaud the idea of addressing the variety, however, as you will see in the event images we had hoped the marketing or at least the demonstration would have gone “all the way” in showing more visible variety in body shapes and frankly ethnicity (why not?). We’re suckers for out-of- the box, so ads that would shake up some body/ethnic stereotypes would be fab ’cause truly we ‘ve heard them all. The models you will see in the event images are gorgeous, but the truth is you have to really zone in on each one to really see their curve differences .
On the bright side, most of the wide variety of event attendees were able to find a pair that fits! The kings of denim might be on to something big
"That's DOPE"
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