Levi’s Cinch Jeans go viral
Levi Strauss said its adjustable jean, designed following feedback from customers, has gone viral across social media, with the TikTok search volume for March alone hitting 200 million.
The Cinch Jean was inspired by curvier fans saying they couldn’t find baggy jeans that fit properly around the waist, so the design team created a straight-leg baggy jean with adjusters on the back.
This gives wearers the flexibility to style the jeans low-rise or high-waisted, drawing inspiration from the original Levi’s?501 jean, Lady Levi’s jeans and the classic Trucker jacket.
“It was pretty incredible to see the organic pick-up and viral response to the product,” said Kellie Hansen, director of global social media for Levi’s. “When we saw the acceleration in conversation with consumers, we wanted to take back some ownership, so we partnered with our styling team to create content rooted in product education, which was really well received.”
