Levi’s^® Curve ID

In the biggest piece of global 'fit' research in recent history, Levi's® has talked to 60,000 women across the globe about their size, shape and mostly importantly their curves.

Analysis of this research enabled Levi's® to identify three distinct body shapes that account for 80% of women across the globe (*Proprietary research commissioned by Levi’s®, conducted by GfK). The global design team has been tirelessly crafting this brand new range of world-class fits with the expertise of highly skilled 'fit' technicians, pattern cutters, denim experts and style leaders. The styles are designed around the natural, feminine curve of a woman's body celebrating shape not size. The promise of perfect fitting jeans is now a reality for women across the world.

In stores, Levi's® Curve Consultants will share with you the secret way to identify your own personal Levi's® Curve ID. This unique way of fitting is based on the difference in body curve which consequently defines which of Levi's® three fits will be a woman's custom fitting jeans - Slight Curve, Demi Curve or Bold Curve.

Slight Curve:	Celebrates straight figures, defines waist and enhances curves. Slim fitting through the thighs this style shapes seat to perfection
Demi Curve:	Frames women’s proportions, flatters your waist and smoothes your shape
Bold Curve:	Honours real curves, hugging waist without gaping or pulling. Fits and celebrates curves

The search for the perfect jeans is over
Two simple measurements, one perfect fit

Levi’s^® Curve ID Custom Fits for Women

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The Levi’s^® Brand

The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss in 1873, Levi’s® jeans have become the most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry.
From quintessential classics, such as the famous Levi’s® 501® Original jean, to favorite fits and styles in our Red Tab™ and premium collections, the Levi’s® portfolio offers a wide range of products with innovative fits, fabrics and finishes.
The Levi’s® brand range of leading jeanswear and accessories is available in more than 110 countries, allowing individuals around the world to express their personal style.

Levi’s® Brand Collections
The Levi’s® brand encompasses a variety of collections that meet the needs of denim-wearers around the globe. These collections include the following:

Levi’s® Red Tab™:
The core of the Levi’s® brand, offering a wide range of innovative and market-leading fits, fabrics and finishes in true Levi’s® style.

Levi’s® Vintage Clothing:
As the "heart and soul" of the Levi’s® brand, Levi’s® Vintage Clothing keeps the history of Levi’s® denim alive. Famous historical originals from the Levi’s® Archives in San Francisco dating back to the late 1870s are faithfully reincarnated in this limited edition range.

Levi’s® Made & Crafted™:
The Levi’s® Made and Crafted™ product range is a tactile offering which draws its inspiration from the growing demand for timeless, versatile clothing with a firm commitment to quality and craftsmanship. Offering an indispensable, everyday wardrobe for both men and women, Levi’s® Made and Crafted™ represents a new step forward in defining Levi’s® sense of modernity.

For more information about the Levi’s® brand, its products and stores, please visit www.levi.com.

Levi’s® Fall/Winter 2011

For Fall/Winter 2011, the Levi’s® brand embraces the essence of its contemporary Americana style with a collection that focuses on 'The Art in Craft' from head-to-toe. Drawing inspiration from its heritage as the world’s original and definitive jeans brand, the new collection embodies craftsmanship, durability and simplicity and is rooted in the spirit that there is meaning in every step of creating.

With its clean lines, hand-crafted graphics and hand-stitched detailing, all created using time tested methods, the collection presents the enduring quality, authenticity and heritage of the Levi’s^® brand. The Levi’s^® brand’s leadership and authority in denim and fit innovation shine throughout, whilst this season urban-utility, corduroy and industrial looks also run deep through the collections.

The collection brings together three key seasonal trends: Coastal, Mountain and The Town.

Men's
Skinny and tapered continue to be a key look for men this season, with Levi’s® 510 Skinny Fit, 519 (slim tapered), 508 (regular tapered), and 534 (loose tapered). The Coastal trend offers all shades of indigo for a head-to-toe look, including Chambray shirts in faded hues, seaside calm blues and washed indigos paired with nautical striped T-shirts, washed canvases and cord trousers.

The parker is undoubtedly the jacket of the season. Palettes reflect this theme and embrace nature’s Woodland shades with deep clarets, rich purples and duck greens which transcend into lighter browns and camel shades.

Embracing a more urban and upbeat tone, refined modern monotones and industrial, inky black looks and clean, rigid shapes control The Town trend.

Women's
For women, the Levi’s® brand is extending its revolutionary custom fit system Levi’s® Curve ID, which focuses on shape not size, with classic and modern fits and new finishes, stretch fabrics, as well as corduroy and the return of the flare.

Levi’s® fit innovation, also makes itself seen in the new Low Slouch Skinny fit, which comes in an array of 'Eye Candy' finishes and white washes. 'Vintage Glam' faded denim and the overall worn look evokes Coastal memories.

A superb range of corduroy shades dominate the collection in luxurious shades of dusty lavender and rich purple tones reflecting the Woodland trend.

Outerwear is big and bold reflecting The Town – fur-trimmed hoods and horn buttoned detail creates a confident and urban collection. Hooded trench coats, puffer jackets and feminine 4-pocket jackets are paired with refined shapes and bleached volcanic finishes offering true depth of choice.

Footwear and Accessories
The Levi’s® brand introduces a new range of premium female footwear inspired by the heritage of the Levi’s® working boot with a feminine touch. High-laced boots and short vintage biker boots are perfectly positioned to benefit from current trends.

For men, the successful Hob Cap boot line has been extended into new styles. In addition to new finishes like brushed nubuck and washed leather, the Levi’s® brand launches a new Hob Pull style using soft unlined leather to recreate the original biker boot.