Jeans to suit your genes

Shaped to fit ... Levis Demi Curve ID in Skinny Moonray style.

Could it be shape, not size nor style, that really counts in flattering jeans?

That’s what Levi’s now says. The brand that first brought denim jeans to consumers nearly 130 years ago says the longtime emphasis on waist-size and silhouette – boot-cut versus skinny-leg, for example – hasn’t really given women what they’re looking for: jeans that complement their body type.

A new line called Levi’s Curve ID is set to change that, pledges company president Robert Hanson.

“One of the most frustrating things for women is that they are not finding the right jeans for their body,” he says, putting jeans in the same shape-sensitive category as bras and swimsuits.