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Levi Strauss & Co., the $4.4 billion jeans vendor, is hoping to give customers a lift.
This story first appeared in the October 28, 2008 issue of WWD. Subscribe Today.
The San Francisco-based denim giant has introduced its newest style, the Ultimate Lift 544 jeans, a figure-enhancing style. The jeans are available in a boot cut, a slim straight leg and a flared leg with a flap detail on the back pockets. The jeans will retail at $48.
“We are always looking for new opportunities to make a woman look and feel great in a pair of jeans,” said Loreen Zakem, president of wholesale at Levi’s. “Our newest style not only enhances the way a woman looks from behind, but they slightly lift in a beautiful, comfortable way.”
The Ultimate Lift jeans are the third in a series of technology-driven styles for Levi’s, Zakem explained. The first two styles came out in spring 2007 — the Perfectly Slimming 512 launched with a built-in panel to flatten the tummy and the Curvy Bootcut 528 followed to enhance a woman’s curves and eliminate rear waistband gaping. Zakem said the newest jeans were created with just the right amount of stretch to allow the rear to lift the wearer’s behind.
The Ultimate Lift jeans will be available in department and specialty stores early next month. The company declined to reveal first-year sales expectations for the new style.