"What size are you?"
Ever had someone ask you that like you could you could just rattle off an answer?
Ever laughed in their face like there's no tomorrow?
There's a reason why you wear a 10 in one brand, a 12 in another, and an 8 in yet another. It's because women's clothing sizes aren't standardized. In fact, women didn't have any sizes until the 1940s.1
In the late 1930s, a team from the U.S. Department of Agriculture measured 15,000 women in 59 different ways. I can't even think about what those 59 different ways were. Did they measure the width of their eyebrows?
Anyway, back on the subject, Sears and Roebuck took those measurements and released their first "ready to order" clothing line in 1958. They started out ranging from 8 - 36. I can't actually find what range of waist sizes that encompassed, but that's where we started.
So other brands started coming up with their own sizes and then they found something else. A woman who typically wore a size 8 was more likely to buy an item of clothing if it was a size 6. Even if the two garments were actually the same size!
This lead to what is called "vanity sizing" where certain brands will make clothing that has larger measurements but has a smaller size number. Brands have done this over and over until we have a sizing system that is the opposite of standardized.
That's why, when I started designing the first pair of Mermaid Jeans, I decided that I would not be following the fashion sizing tradition. Rather, I decided that we would have jeans that were transparent in their sizing, so women would always know what size they wear. Always.
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Well done, Jennifer! Thanks so much for telling us about your blossoming business. Making jeans that relate to our actual body measurements and that don’t quickly wear out sounds fantastic! Curvalicious Boutique looks forward to offering your products. All the best and keep in touch.
Mermaid Nixie
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