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December 2010

Yumidirect.com.au - Check out the Brand new website!!

Brand New Website Yumidirect.com.au Makes Shopping
For the Latest Fashions a Breeze

Press Release Summary: Do you love Yumi and Uttam designer clothes and want to shop the complete range not available at your local stockist?  Well here’s the best place for you!  Check out yumidirect.com and see our great selection of designer clothes from Yumi and Uttam.

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Having only launched at the beginning of October, the Australian website for Yumi and Uttam has already amassed a great degree of interest among buyers.  The website currently showcases the full SS10 range of inexpensive, quality fashion from two of the UK’s hottest brands.  The clear and precise layout of the website is a reflection of its 5-year old UK site but is locally maintained with products shipped out from Australia to provide the buyer with an easier and more confident shopping experience.  Not only can you buy Yumi and Uttam online and have them delivered straight to your door, but the website also highlights major stockists by state.

“Our customers are increasingly searching for Yumi and Uttam online due to the growing interest in shopping on the web.  Our online presence allows us to offer the full current season collections as well as offering substantial discounts off items from previous seasons” said Andy Kempson, Australian Distributor of Yumi and Uttam.

Kicking off with a great range of new season on-trend fashion essentials, take your pick of the best relaxed casual separates, unique printed knitwear, on-trend dresses including everyday summer tunics and wonderful sun dresses plus show-stopping party wear for high style and gorgeous glamour whatever the event.

The website also features the best of the kids’ ranges too.  Find Uttam Kids designer clothing for girls aged 3 to 10, plus the quirky Yumi Girls collection for ages 5 to 13.  These two brands are currently a hit within the wholesale business of kids fashion and are sure to become best-buys for the online shopper too.

Visit the brand new website and full range of ladies and kids clothing and accessories online now at www.yumidirect.com.au


EDITOR’S NOTES; Yumi is the sister brand of Uttam London and is available to purchase through key independent stockists nationwide.  The brand is internationally acclaimed and has a celebrity following that includes Lily Allen, Sienna Miller, and Alesha Dixon.

Levi’s® Brand Introduces Revolutionary Fit System that Focuses on Shape, Not Size

Levi’s® Brand Introduces Revolutionary Fit System that Focuses on Shape, Not Size
Levi’s® Curve ID Is Company’s First Global Women’s Denim Line

Levi’s® – the original, definitive jean brand – announced a new line of custom fit jeans made to fit the curve of a woman’s body. The new line, Levi’s® Curve ID, utilizes a revolutionary fit system based on shape, not size and was created as a result of studying and listening to more than 60,000 women around the world.

Through this research, Levi’s® designers created a new approach to measuring a woman’s body and identified three distinct body types that account for 80 percent of women’s shapes universally. The three Levi’s® Curve ID fits are based on these universal body types.

“Since we first patented women’s jeans 75 years ago, no one has changed the formula for finding the perfect fit,” said You Nguyen, senior vice president of Merchandising and Design for the Levi’s brand. “Our revolutionary approach looks beyond waist size to address the true curves of a woman’s entire body. We’ve created three custom fits that address a range of body shapes, allowing women to find their perfect fit and ultimately helping them feel confident and sexy in their jeans.”

Unlike other denim brands, Levi’s® Curve ID utilizes a unique, customized fit system focusing on a woman’s shape and proportions, not her size. The designers studied the bodies of more than 60,000 women to develop three custom fits based on the difference between the measurement of a woman’s hip and seat – the greater the difference, the more curvy the body – and include:

             Slight Curve – designed to celebrate straight figures
Slight Curve is designed to define a woman’s waist, while accentuating her curves. If jeans fit in the hips and thighs but are too tight in the waist, a woman should try the Slight Curve.

Demi Curve – designed to fit even proportions
Demi Curve is designed to flatter a woman’s waist, while smoothing her shape. If jeans usually fit in the waist, but don’t flatter the figure, a woman should try the Demi Curve.

Bold Curve – designed to honor genuine curves
Bold Curve is designed to hug the waist, without gapping or pulling. If jeans fit in the hips and thighs, but gap in the back, a woman should try the Bold Curve.

Levi’s® Curve ID fits will begin rolling out in select Levi’s® retail store locations in the U.S. and retail locations in Asia and Europe throughout spring/summer 2010.

Each store will have trained fit experts to measure women, identify her Levi’s® Curve ID and help her find the best fitting jeans for her body type and style preference.  A global digital fitting room will launch September 1, 2010 on Levi.com where women will be able to find their Levi’s® Curve ID, explore product demos and learn more about our fit science.