Levi’s launched a new line of custom fit jeans, by John Anderson, President & CEO, Levi Strauss & Co. The new line, utilizes a revolutionary fit system based on shape, not size and was created as a result of studying more than 60,000 body scans.

The brand showcased the Levi’s® Curve ID fit system as part of the India leg of the global launch. Levi’s designers created a new approach to measuring a woman’s body. Through this approach, they have identified three distinct body types that account for 80 percent of women’s shapes universally. The three Levi’s Curve ID fits are based on these universal body types, which include: Slight Curve, Demi Curve and Bold Curve. 

Levi’s Curve ID jeans will be available in select Levi’s stores across India from 2 September 2010. Each store carrying the line will have trained fit experts to measure women, identify their Levi’s Curve ID and help them find the best fitting jeans for their body type and style preference.