Levi Strauss To Launch Form-Fitting Women's Line Levi Strauss is set to release a new line of women's jeans this fall, with three different form-fitting cuts. It's the iconic company's first attempt to cater to curvy women in years, and an attempt to capture a chunk of the multibillion-dollar fashion-denim market. NPR's Michele Norris talks to Robin Ghivan, Pulitzer Prize-winning fashion writer for the Washington Post.
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Levi Strauss To Launch Form-Fitting Women's Line

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Levi Strauss To Launch Form-Fitting Women's Line

Levi Strauss To Launch Form-Fitting Women's Line

Levi Strauss To Launch Form-Fitting Women's Line

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  • <iframe src="https://www.npr.org/player/embed/129160867/129161001" width="100%" height="290" frameborder="0" scrolling="no" title="NPR embedded audio player">
  • Transcript

Levi Strauss is set to release a new line of women's jeans this fall, with three different form-fitting cuts. It's the iconic company's first attempt to cater to curvy women in years, and an attempt to capture a chunk of the multibillion-dollar fashion-denim market. NPR's Michele Norris talks to Robin Ghivan, Pulitzer Prize-winning fashion writer for the Washington Post.

MICHELE NORRIS, Host:

The international jeans manufacturer Levi Strauss & Co. has taken notice of the broad range of backsides with a new product line of their iconic five-pocket trousers. It's called Curve ID, and it launches September 2nd. And to find out more about this and the effort to cater to curvy girls, I'm joined by Robin Givhan, the Pulitzer Prize-winning fashion writer for the Washington Post. Welcome to the program.

NORRIS: Thank you.

NORRIS: So what took them so long?

(SOUNDBITE OF LAUGHTER)

NORRIS: But the jeans market has grown exponentially. Jeans have become the go-to garment for many people. And they're acceptable in a vast array of situations. But they remain sort of one of the holy grails of the fashion industry, the perfect-fitting part of jeans. It ranks right up there with finding a comfortable pair of stilettos.

NORRIS: And it's almost like finding the unicorn in your backyard.

NORRIS: Exactly.

(SOUNDBITE OF LAUGHTER)

NORRIS: And there have been surveys that show that women have something like six pairs of jeans in their closet, of which they wear two pair on a regular basis. So there's clearly a gap between women's desire to wear jeans and the jean industry's ability to fit them.

NORRIS: Right now, Levi's is talking about offering three different custom fits when this program launches in September: slight curve, demi-curve and bold curve for women who have a little bit more bump in the rump. Now, there's curvy, and then there's really curvy, and when I look at these pictures, these women all look to me to be fairly slim.

NORRIS: So one thing that I think is really admirable here is the recognition that just because you are thin doesn't necessarily mean that you don't have hips, that you can still be a size six and have a derriere that is not going to fit into jeans that have been really cut for a boy's figure.

NORRIS: I'm going to say goodbye, but before I do, I'm just going to make one observation. When people talk about curves through the hip or the rear or the waist or anything, it could be described as a problem or perhaps just a fact.

NORRIS: I like to think of it as a fact.

NORRIS: I do, too.

NORRIS: A very nice fact, actually.

(SOUNDBITE OF LAUGHTER)

NORRIS: Robin, it's always good to talk to you.

NORRIS: You, too.

NORRIS: Robin Givhan is a fashion writer for the Washington Post.

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