Kylie Jenner is a fan
Is giving yourself a wedgie the secret to making your bum look awesome? Levi’s seems to think so.
Say hello to The Wedgie.
Inspired by the lifting effect of pulling someone’s underwear up tightly between their bum cheeks – Levi’s has introduced the Wedgie Fit Jeans. Seriously. April Fools is weeks away.
The new Wedgie Fit Jeans are designed to lift and separate your butt cheeks whilst hugging your waist and hips. The denim giant has given its classic high-waisted, vintage-style jeans a cheeky new twist by creating a new fit for women that promises to make your bum look pert and excellent.
‘The Wedgie was inspired by the way girls were wearing vintage Levi’s,’ Jonathan Cheung, senior vice president of Levi’s Global Design, told Mashable. ‘Just as the 501 CT was inspired by girls wearing the 501 a little bit slouchy, the Wedgie is inspired by girls [who] were downsizing a vintage 505 and wearing it very close and almost vacuum-packed to the rear-ends — hence the affectionate and cheeky name.’
‘What’s great about the vintage 505 is this flatness at the front, that holds your tummy in, and they are a little tight around the back,’ Cheung said.
Kylie Jenner is already a fan – she posted a picture of herself wearing the new style of jeans and her butt does indeed look impressive, and her face doesn’t betray the kind of discomfort we would normally associate with a wedgie.
Wedgie Fit Levis come with a cropped leg and are currently available in white, light-wash and indigo.
NB: Levi’s jeans have been engineered to fit, i.e. to wedgie bottoms well – the DIY approach will not necessarily render the same results. We have never looked at a person sporting a non-Levi’s endorsed wedgie and thought: ‘cor blimey your bum looks nice’.
A photo posted by King Kylie (@kyliejenner) on Jan 14, 2016 at 12:51pm PST
A photo posted by Levi’s® (@levis) on Jan 8, 2016 at 11:05am PST