Levi’s® announced a new line of custom fit jeans made to fit the curve of a woman’s body. The new line, Levi’s® Curve ID, utilizes a revolutionary fit system based on shape, not size. The designers of the brand studied the bodies of more than 60,000 women to develop three custom fits based on the difference between the measurement of a woman’s hip and seat.

Through this research, Levi’s® created a new approach to measuring a woman’s body and 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—Slight Curve, Demi Curve and Bold Curve.

If jeans usually fit in the hips and thighs but are too tight in the waist, a woman should try the Slight Curve. If jeans usually fit in the waist, but don’t flatter the figure, a woman should try the Demi Curve. If jeans usually fit in the hips and thighs, but gap in the back, a woman should try the Bold Curve.

Levi’s® Curve ID fits will begin rolling out in select Levi’s® retail store locations in the U.S., Canada, Mexico, Brazil and retail locations in Asia and Europe throughout summer/fall 2010. The fit system, which will be incorporated into the majority of Levi’s® Women’s denim collection, is available in sizes 22-34 (0-16 on a traditional women’s size scale) in a variety of styles and finishes.

Each store carrying the line will have trained fit experts to measure women, identify her Levi’s® Curve ID and help her find the best fitting jeans for her body type and style preference. A global digital fitting room will launch on Levi.com where women will be able to find their Levi’s® Curve ID, explore product demos and learn more about fit science.