Denim That Gives Your Rear View a Boost


Ever pop on a push-up bra in the morning—and wish you could the same for your rear view? If so, Vancouver retailer Ivido Jeans has read your mind and is now producing and selling a line of denim that enhances your curves and gives you a bit of a bump up in the butt area.

“In South America we really celebrate our bum,” says the store’s founder, Ivis Gonzalez, who hails from Colombia. “It’s not about being skinny. It’s just to wear the right thing for your body and feel like a woman.”

And Ivido jeans don’t just compensate in the back—they also compress in the front!

“Some women, they need extra help and then we create the push-in tummy,” Gonzalez said. “You you put them on, it’s like stepping into a standing ovation. You can’t help but strut.”

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