Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • 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.

Location United States

Scope
“Only 8% of women have the so-called ‘hourglass’ figure,” reads the homepage of denim start-up Qcut’s website. “P.S. I’m not one of them.” Written in first-person by the company’s founder and CEO Crystal Beasley, Qcut is using a fearsome combination of ‘girl power’ and bespoke manufacturing to sell women between the age of 35 and 50 the perfect pair of jeans.

Most stores stock just 20 sizes, if not less, to fit a population of hourglasses, pears, ovals, straights and everything in-between. In turn, many women are left resenting what makes their bodies unique rather ...

Canvas8

Related

  • Data-mining for the perfect bra Data-mining for the perfect bra

    The ‘intimate apparel’ market in the US is worth $11 billion, and Victoria’s Secret accounts for half it. But according to online bra retailer True&Co, only one in five women is looking for the kind of bra that Victoria's Secret sells. So what bras do women really want to wear?

  • Article image Shoes of Prey: design your dream shoe

    In just five years, Shoes of Prey customers have personalised over 10 million pairs of shoes, from ballet flats to gladiator heels, and annual revenue is nearing $10 million AUD. But what makes designing your own pair of snakeskin peep-toe wedges so appealing to Australian women?

  • Article image L’Oréal Beauty For All: because everyone is worth it

    As beauty brands connect more with their consumers, Beauty For All is L’Oréal’s attempt to make itself more accessible by turning away from a super glam aesthetic. But do we really want brands to abandon unobtainable glamour for more humble, emotive and ‘real’ visual tropes?

  • Article image Julep: crowdsourcing beauty

    Online beauty start-up Julep is an internet phenomenon, targeting women of all ages who are genuinely passionate about beauty products and want their opinions and expertise to count. But what’s attracting so many women to sign up?

  • Article image Thread: personal stylists for everyone

    Combining computer algorithms and real stylists, British menswear brand Thread offers a personalised shopping experience that strips out the distractions and confusion of online shopping.

  • Article image Who's fixing life's little things?

    As people grow accustomed to new levels of convenience, there’s an increasing demand for brands to stamp out the little irritations. Enter the modern challenger brand.

  • Article image Shopping in the smartphone age

    Clothing store Hointer is out to revolutionise retail. It combines the best of physical and digital in a customer-centric real-world experience that's as fast and efficient as buying online.

  • Article image Shared emotion: Dove's social experiment hits a nerve

    Half of teen girls have avoided activities because they feel bad about their looks. A new advert from Dove addresses low self-esteem, telling women “you are more beautiful than you think”.