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  • The lack of variety in jeans sizes is affecting self-esteem
  • The lack of variety in jeans sizes is affecting self-esteem
    Qcut (2014) ©
CASE STUDY

Qcut: 400 jeans sizes that cater to real women

One third of shoppers say jeans are the hardest garment to buy because it's very difficult to find the perfect fit. Offering 400 sizes, start-up Qcut promises a product that will fit 99% of women, disrupting the apparel industry and destroying one-dimensional body image ideals.