Leading edge youth loved the denim fabric but were tired of the basic 5-pocket jean construction (and Levi’s® 501® Jeans) which acted like a straight-jacket.

Market Situation / Problem
The challenge: New product innovation for today’s leading edge youth. 

Our Approach
Exploratory insight work with “style brokers“ and creative leading edge youth across London, Paris, Berlin and Milan.

The Solution
Launch of LEVI’S® ENGINEERED JEANS®, a new kind of jean “with a twist”, ergonomically designed to celebrate the contours of the human form and body movements, letting denim do what it is supposed to do – be comfortable.

Result
Sold 4 million units in 18 months, a business bigger than premium jeanswear brands from just one line and was applauded by the fashion industry and press.