Brand name architecture

Levi Strauss’ Signature jeans brand had caused quite a stir. But the company lacked a naming system for things like fit and features. After various explorations, we recommended straightforward terms like straight, slim, and low rise. And suggested that they always appear in the same order: body fit first, leg fit last. This type of architecture is sturdy but has enough stretch to last a long time. And it never goes out of style.