Levi’s Curve ID

Levi’s, the iconic denim brand, launched an innovative female fit system in August 2010 called Levi’s Curve ID to change the way women shop for their jeans.

Following a poll of over 60,000 women worldwide Levi’s Curve ID was created basing its products on shape instead of size. Three universal body types were identified and Levi’s Curve ID was created based on these body types.

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