Levi’s and BlackBerry Hug Curves


Two brands throwing curveballs today: battle-weary Research in Motion announces the BlackBerry Curve 3G, coming to T-Mobile users with the highly anticipated BlackBerry 6 OS.

And Levi’s unveiled its new Curve ID custom fit jeans for women with the tagline: “It’s about shape, not size.” (Cross-branding opportunity: a Curve smartphone-sized pocket for those jeans?)

Levi’s You Nguyen, head of women’s merchandising and design for the denim brand, discusses the three curvy body types that Levi’s market research says accounts for 80% of women’s shapes above; and click through for a behind-the-scenes look at Levi’s first global women’s denim line after the jump.[more]


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