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

R29 Original Series