The science behind your jeans

(Lykke Li being fitted for her Curve ID jeans)

Regular readers of my blog (I hope there's at least one!) will know I've had a long love affair with Levi's. Everything from the campaigns, to the fit and to that wonderful rich heritage. Well, now Levi's have only gone and done it again; they've finally created jeans that fit to your shape rather than your size.
For many women jeans shopping is a nightmare, trying to find somewhere that fits on legs, waist and ass is near enough impossible. Today I was lucky enough to be one of the first to experience Levi's new Curve ID range:


The campaign stars Pixie Geldof, Lykke Li & Miss Nine, and shot by the amazing Peter Lindbergh:

I've never seen double denim look so good, I'm obsessed with the Levi's jean shirts too. I can gladly report that the jeans fit like a dream (I'm a slight curve) and are so comfortable! I've had far too many pairs of jeans that have no stretch and I have to lie on the floor to put them on...not such a great look. Luckily this service is coming to all Levi's stores as well as House of Fraser & Harrods, and it's so useful to find out what shape you are instead of size. Once you've had your measurements taken, a curve consultant takes you through all the washes and cuts, I could have spend hours trying on all the different styles but opted for a dark wash in the skinny cut.

I'm already recommending the service to my friends!

Levi's Is Right On The Money

Today I had the privilege to be my invited to a tour of the new Levi's store on Regent Street, London before the store opens at midday tomorrow. I've had a long running appreciation of the Levi brand, my first pair of jeans when I was two years old were a pair of mini 501's, and that was closely followed by a jean jacket from Levi's as well. I still wear 501's now in the acid wash and they are the perfect jean. Not many brands have such a rich and long history.
It was a seriously cool affair, the whole store is designed to look like the inside of the Levi's factory, with bare brick walls and overheard lights to show case the clothes. There was also rolls of fabric and scissors displayed in glasses cases.
The first thing you notice at the front of the store as it's laid out like a gallery, celebrating real Londoner's in creative jobs:

This girl happened to by favourite, as she had the best blue hair I've ever seen.
The store had a very indigo theme to it, as the manager explained that they wanted the store to have an almost industrial feel to it. Yet, it certainly wasn't a sparse or intimidating store.

The array of jean's was dazzling, every cut was organised into sections, and below it you could see every wash you could get from it. From there you were given a style number, like M6 and then you could select the jeans from a stand behind you. Which, if you know what you want sounds like it's going to take the stress out of shopping for jeans.

The staff there are also there to help you find the perfect fit, and also a little bit of a history lesson about the brand. The bottom floor has a whole section dedicated to my beloved 501's:

The store seemed to cater a lot more for the customer than just to make sales, they have encapsulated Levi's rich history under one roof (check out the pair of Levi's found in a mine in California ten years ago that turned out to be from the 1920's , when you visit!), and it's worth having a look just to check out such an interesting store.

all images courtesy of Levi's, and the first is taken by myself.