Levi’s is known for their shrink to fit jeans but customers have to find the closest fit first for the jeans to fit nicely.

Teenagers may have an easy time finding jeans but once genes take over most women are done.

Levi Strauss and Co. had been around since 1870 but their modern jeans came in the 1920s.  For 75 years now the company hasn’t changed the 28/32 measurements we have to arm ourselves with.

Now, Levi’s is asking us to consider our bodies as a “slight”:  Lucy Liu type, a “demi”:  Charlize Theron type or a “bold” type:  Beyonce or Jennifer Lopez type via their Levi’s Curve ID Jeans.

Levi’s interviewed 60,000 women worldwide and scanned their body shapes.  They discovered that although women might share an identical waist, the difference happens in the extent of the hips and bum.

Levi’s Curve ID jeans are available in different colors and washes.  It ranges from $102 to $121.

Levi’s is also giving us more and threatening competitors with the proclamation: “at the end of the year or the beginning of next year” and additional 16% of women with curves would be added to their 80% of contented women.

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