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Levi’s Curve ID for me and you

March 14, 2011

Fashion in Motion's Johanne shakes it in Levi's mew Curve ID denim jeans.

For most gals, there aren’t too many happy stories from the denim change room. In our painful denim experiences, a successful denim haul equates to one pair of jeans, two if we buy the exact same pair in a different wash.

Levi’s has been thinking about why denim jeans has been so tricky to fit- too much slack here, not enough there and all that business about how your rear end looks in this pair or that. A solution to the problem is simple: design denim jeans that are cut to follow the female body’s curves. It’s not such a revelation but it’s truly an awakening in an industry that produces cookie-cutter shapes that fit some, not all.

Curve ID is designed to fit according to how your body is shaped. Easy as pie, even if you ate some.

This design direction at Levi’s generated a special line of jeans under the name Curve ID. Along with Style Blog‘s Nelia, we were invited to participate in the Curve ID experience and take a few pairs of denim home. Sweet. (You can read Nelia’s feature article about our Levi’s Curve ID experience here.)

You’ll be happy to know that Elle Canada currently has a contest to win a free pair of Levi’s Curve ID denim jeans.

The giveaway is one free pair of Curve ID jeans every day starting today, March 14, 2011 and ending one month from now on April 12, 2011.

Levi’s offers a quick quiz on the company’s website to help you gauge what Curve ID shape you probably will be. There are also instructions on the Levi’s site for measuring yourself at home so that you can purchase the perfect pair online without having to step out of doors.

Levi's Curve ID denim is specially designed to fit your body according to how you're shaped. For realz. Levi's has a quick quiz to help determine which Curve ID style is yours: Slight Curve, Demi Curve, Bold Curve and Supreme Bold Curve.

Since the Levi’s Curve ID experience is all about fitting denim to your body, Nelia and I began our experience with a quick custom measurement at the Levi’s store to determine which of the collection’s four body shapes matches our proportions.

Measuring tape in hand comes Grace, Levi’s Store Manager at the company’s Yorkdale Shopping Centre location in Toronto. Grace is quite possibly the company’s best-kept secret.

She lives and breathes Levi’s and she understands how to fit clothes according to real people’s proportions and personal style. Grace measured us using the Curve ID tool kit: a tape measure that’s rigged to help find your body’s true waist and, from there, measure the hips and seat.

Grace is the Store Manager at Levi's location at Yorkdale Mall. She knows Levi's cuts, washes, stiches- you name it, she's a pro and she's got good taste.

I really like Grace- she already had my style figured out even before I said anything. She knows shape, she’ll hold your hand if you need a confidence boost and she’ll tell how how to work the looks right down to the shoes.

Grace is a sweetheart but when it comes to jeans, she’s no cardigan: she’ll tell it you straight.

She’s truly an expert and when you see her, you’ll appreciate that she’ll have no shortage of compliments on how your rear end looks in these or those.

In the change room with Levi's Curve ID denim. A+

Needless to say that Nelia and I had an shocking good time trying on the Curve ID denim jeans. Should we go dark wash, light rinse, white, skinny leg, or maybe a boot cut? We were surprised by how many different pairs fit us perfectly. Choosing a handful for keeps was a challenge but, fear not, we did it.

And we even dipped into the accessories:'s Nelia (top left and bottom right) joined Fashion in Motion's Johanne at the Levi's Curve ID bonanza.

Grace helped me score four (yes- four! and that's after much deliberation) pairs of Curve ID denim jeans. I also picked up the cute washed-out vest (obvs).

Don’t forget to enter to win your own free pair of Levi’s Curve ID denim jeans on Elle Canada’s Facebook page.

Special thanks to Levi’s and Matchstick for an unbelievably amazing day of denim happiness. This is truly a departure.

Thank you thank you thank you, and then some.

7 Comments leave one →
  1. David permalink
    March 15, 2011 10:51 am

    Totally off-post but saw this and thought you’d love it.

  2. Sara permalink
    March 16, 2011 2:17 am

    I love it!!!… GREAT JOB JOHANNE!!! :)

  3. Rachel permalink
    March 16, 2011 9:46 pm

    You look hot in those jeans J!

    • March 17, 2011 11:35 am

      Gosh, Rachel, thank you!! I *feel* hot in those jeans and that’s worth zillions ;)


  1. Find Your Curve « Matchstick

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