Levi’s® have officially launched a new line of custom fit jeans for the curve of a woman’s body, using a revolutionary system based on shape, not size. The Curve ID concept was created in response to a study of 60,000 women. Body surveys and levis scans analysed the ideal denim fit for all shapes and sizes.

“Since we created our first women’s jeans 75 years ago, no one has changed the formula for finding the perfect fit,” said You Nguyen, senior vice president of Women’s Merchandising and Design for the Levi’s brand.For more from the designer about the making of Curve ID have a look at the video below—

Throughout this extensive research, three distinct body types were identified by the Levi’s® designers, which account for 80 percent of women’s shapes world wide. The Curve ID can ultimately embrace the true curves of a woman’s entire body.

Levi Strauss & Co. conducted a global survey revealing: • More than half of women (54 percent) try on at least 10 pairs of jeans to find one pair they would buy. • Most women (67 percent) believe that jeans are designed for women with “ideal” figures.

Curve ID promises to fit every shape eliminating gapping at the lower back & sagging in places that are less than womanly. The “fit session,” will include the measuring of ones inseam, waist and hips by a specially trained Trims For Jeans consultant which will then determine ones body type according to the new fits. Curve ID includes three different body types, Slight Curve, a Demi Curve and a Bold Curve with over three styles and washes per fit.

We think they'll be your next pair of favourite jeans. Available at Trims For Jeans City, Marion & Mt Barker Loyalty Club members receive 20% off Curve ID jeans & the entire Levi’s® Range.