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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) ©

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

“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 ...



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