Why Denim Companies are All About Da Booty

“Question: What is that everybody has and pirates and thieves try to take?”

A Tribe Called Quest knew the answer was “Da Booty.” Denim companies get it too. (Of course Nelly was ahead of the game with his Apple Bottom Jeans.)

Just last week Old Navy launched their “Booty Reader” to give shoppers the chance to find the jeans to best fit their booty’s lifestyle. (My booty-reading experience didn’t go so smoothly but I’m talking with Old Navy and we’re working it out).

Yesterday WWD reported that Levi’s is launching a line of jeans called “Curve ID” which will utilize new technology to fit jeans based on a woman’s shape (read: ass) versus their waist size. Their tag line? “All asses are not created equal.”



Levi’s full-body scanned over 60,000 women across the globe to come up with three basic shapes–slight curve, demi curve and bold curve–which they believe will fit 80% of body types. It’s the solution to many common denim dilemmas: the jeans that fit your ass and thighs but not your waist, or fit your waist but are loose on the ass.

While Old Navy’s “Booty Reader” technology isn’t quite as sophisticated as Levi’s “Curve ID” the motivation is similar: to help women find the jeans that actually fit their ass. Because, as we all well know, a good pair of jeans has the power to make your ass look amazing.

How did you find your perfect pair of jeans? Who makes them?