Ever since Levi Strauss announced that in future it would be "engineering" its jeans, rival producers around the world have been experimenting with new cuts and constructions. The latest recruit to create new shapes is the Swiss-based Big Star group. "Whereas four years ago 90 per cent of all jeans sales were of the classic five pocket styles, today the proportion has fallen to under 50 per cent," said Big Star. "Consumers are demanding more imaginative detailing while manufacturers are seeking greater efficiency from their production units."