With the launch of the Curve ID line, Levi’s has set out to tackle the age-old dilemma (and clever tag line) “All Asses Are Not Created Equal” when finding the perfect jean fit for female ASSets. The jeans are designed in three fits: slight curve, demi curve, and bold curve in order to accommodate various body types.  Waist to hip assessments are performed to address shape rather than size in order to obtain the perfect fit. Congratulations Levi’s (raises glasses) it only took 75 years to make Women (and Men) very happy!  (bottoms up!) Now if we can only work on a (ethnically) diverse marketing campaign?!