Sunday, August 15, 2010

Speaking of Jeans and Curves...


This morning in Rio's leading newspaper, O Globo, there was an article about how Levi's is launching a new line of jeans called Curve ID that (gasp!) take into account the fact that women have multiple body types and waist-to-hip ratios. Here is a press release in Portuguese that talks about how these new jeans are designed to "highlight feminine curves". There are three levels: Slight Curve, Demi Curve and Bold Curve. There is also a fourth level that will be launched separately, Extreme Curve, that's geared toward those with a super ample booty. I notice, however, that they all seem to be skinny jeans...sigh.

Levi's in South Africa was way ahead of the global curve on this one (ha, ha). Back in July 2008, I purchased a pair of EVA Fit Levi's in Johannesburg and was pleasantly surprised that they actually fit, without gaping in the waistband, tightness in the thighs, or absurdly long legs. The EVA Fit is a South African-designed style that, after great success in-country, was introduced in the US and quickly became a best-selling model. I've never seen the EVA in stores in the US, however, and suspect they may have been re-branded with a different name.

One little factoid from O Globo that stuck with me: women try on an average of 10 pairs of jeans before finding one that fits and looks flattering. Awful, no?

4 comments:

NOLA said...

Interesting!

What is WITH the gaping waistband? Does that really fit anybody? Makes me crazy.

Ali la Loca said...

~NOLA - I think they fit people shaped like a totem pole...certainly not anyone with curves. I am jeans-phobic due to fit issues, and have been using the same pair for over 6 years (and now I've had the EVA fit pair for 2+ years).

Marcia (123 blog) said...

I'm not a brand person but I may just cave if I see these EVA-fit jeans and they do for me what they do for you.

I'm the bold curve girl :)

Ali la Loca said...

~Marcia - You totally should try the EVA Fit. I got my pair at the Eastgate mall in the Levi's store - the girl who worked there was very helpful and I got a perfect fitting pair of jeans within 10 minutes. One of South Africa's best inventions, if you ask me.