Curvy SA jeans takes US by storm

“Developed for the local market, we realise that Levi's EVA has global appeal. Stars like Beyoncé, Shakira and J-Lo have destigmatised curvy bodies and popularised ‘bootyliciousness'. There are limited options for women with this body shape and the success of Levi's EVA locally and internationally proves this,” says Debbie Gebhardt, marketing director of Levi Strauss South Africa.

“We identified this gap in the South African denim market and are delighted that women around the world seem to feel the same way as our South African-style setters.

“A large part of our female market was telling us that jeans often fit around the seat, but gape around the waist, making them uncomfortable and unattractive. Shape rather than sizing was the problem. New waist-to-hip ratios had to be created,” says Gebhardt.

Snug and flattering fit

Levi's EVA jeans are designed to have more fabric and stretch in the seat with a curved waistband which is higher at the back and lower in the front, allowing for a snug and flattering fit around the waist.

The range has been so successful in SA that it has now been extended to include a number of styles including culottes, skirts and other seasonal fits. The range also includes a non-denim option and will be releasing a corduroy finish in Winter 2008.

Loretta Choy, Levi Strauss's US merchandiser, says the range was launched in key outlets as a test earlier this year in the US. She says Levi's EVA jeans' rate of sales fast reached a par with the brand's most successful styles.

Locally, the overwhelming consumer response to the Levi's EVA range points to the continued need for jeans that are curve-friendly.