I use to wear Levis but it got to be annoying that the sizing and fit were never consistent...2 pairs of jeans the same style and number never fit the same. I wear some Lee jeans, but I wear mostly Aura bootcut jeans from Wrangler. I love the fit. With these jeans, you wear a size smaller than you would normally wear. I don't know if that is a selling gimmick, thinking you are a size smaller than you really are. It doesn't matter to me whatever their reasoning is behind it. I like the jeans. They wear well, and feel great on.