After Hearing Your Complaints, Levi's Is Changing Its Denim

Photo: Courtesy of Levi's.
Between the never-ending variations on fits, fabric choices, and even price points, finding the perfect pair of jeans is usually easier said than done. The denim market may currently be more crowded than ever, but customers' goals for jeans remains simple: We want pants that look and feel good, period. This back-to-basics approach has inspired Levi's to completely overhaul its women's denim line and start fresh. Even more exciting, the brand has used customer feedback to shape how these new jeans will be.

The New York Times reports that Levi's has gone back to the drawing board in what the brand refers to as the "most comprehensive rethinking of its female-centric styles since 1934." The company recently embarked on a two-year "global safari" to cities like Chicago, Shanghai, and Stockholm, polling hundreds of women about what they like (and hate) about their jeans. It then used this market research — which included people aged 20-50, of various body types and ethnicities — as the driving factor behind its entirely revamped women's collection.

The brand has made the pockets bigger, stamped the Levi's two horse pull logo on every single pair, and, most importantly, incorporated major stretch for added comfort. “The one comment that came up in every interview was that fabric and feeling is now as important as fit,” Karyn Hillman, the chief product officer of Levi's, told the Times. Many of the updated jeans feature some kind stretch, and the new 710 style includes 50% to 90% stretch. That means we'll no longer have to go to crazy lengths to break in our jeans.

Keeping with its tradition of female musician-fronted campaigns (Haim and Iggy Azalea have modeled in the past), it's tapped Alicia Keys as the brand's latest face. The new collection launches tomorrow, and the company has already started teasing the new collection on its website and on Facebook with the hashtag #ladiesinlevis. It remains to be seen if these changes make the search for the best pair of basic blues easier, but we'll gladly find out.

More from Stores

The term "lady" certainly feels pretty antiquated. But in H&M's latest campaign commercial, the dated word gets a cool, thoroughly modern ...
J.Crew doesn't have the over-the-top quality of some other shows (or, as fashion critic Vanessa Friedman recently called them, "hashtag hoo-has") such as ...
Here’s a sentence my teenage self never thought she’d write: Lane Bryant is seriously killing the plus game. Besides an overall aesthetic shift from “stuff...
Lane Bryant's latest campaign is evidently not suitable for national network TV audiences: Its 30-second spot was banned by ABC and NBC. Featuring plus-...
If you had any lingering doubt that fashion is all about nostalgia, just take a look at Opening Ceremony's new arrivals: Humberto Leon and Carol Lim keep ...
We should probably employ a "believe it or not" clause around all of the epic tales we heard while on our exclusive tour of Cartier's newly renovated ...
When I saw Ashley Nell Tipton on Project Runway, I knew that a sea change had just occurred. It was thrilling to watch her tackle challenge after challenge...
After last month's productive spring-cleaning binge, we imagine your closet's looking a little sparse these days. With all of that freed-up space, the ...
H&M is on a quest for ambitious, innovative green ideas that could change the fashion biz. The Swedish retailer's non-profit arm, H&M Foundation...
Another day, another independent artist calling out fast fashion for ripping off work. Let's get right to it: Azerbaijani artist Faig Ahmed, who is known ...
If you've been a fan of R29's for years, you'll know we have a soft spot in our hearts for J.Crew. Its new arrivals always seem to address exactly what our...
A new book, set to be released in Sweden next week, asserts that the factories in Myanmar under contract with H&M hired employees as young as 14 and ...
Update: H&M just released a second look at its upcoming collaboration with Kenzo — one that teases a very different direction for a fast-fashion ...
Just a few weeks after people rallied behind artist Tuesday Bassen following allegations that Zara copied her original illustrations on numerous ...