Levi's Curve ID

Basic information

Country: United States
Founded: 2010
Category: Clothing

Overview

Levi’s® Curve ID is a fit system for women’s denim, introduced in San Francisco in 2010 by Levi Strauss & Co. (founded by Levi Strauss and Jacob Davis in 1853). Based on more than 60,000 body scans and other data, it designed three fits—Slight, Demi, and Bold—around the idea of “shape, not size.” You Nguyen, who oversees women’s merchandising and design, also commented on the system. Supreme Curve was added in 2011, and a global digital fitting room was planned for online launch; Curve ID is still listed as an option in Levi's Fit Finder.

Concept

a revolutionary fit system based on shape, not size

Tagline

All Asses Are Not Created Equal.

Parent brands

Levi's 1853

A fit system for women introduced in 2010, it offers fit options tailored to differences in body shape based on body data from 3D scans. Rather than pursuing a reissue or premium direction like LVC and Blue Tab, it plays a stronger role in redesigning the wearing experience for women and supports the core of Levi’s offering for women.

A fit system that responds to differences in women’s body shapes