Women might wear the pants in most relationships (I may or may not be speaking from personal experience), but how many of us find it tough to find pants that fit? It's nearly impossible to find pants that don't gape at the back, don't give us thunder thighs, and don't give us muffin tops and let us eat them, too. Pant shopping, it turns out, can be a harrowing experience for even the most zen-like among us.
Luckily LOFT has got it all figured out; They teamed up with Fortini-Campbell, a leading research agency, to get to the bottom (literally) of what women really want when it comes to pants. I'm talking 10,000 women, 4 hour sessions and 400 pairs of pants by LOFT and its competitors. The upshot? The LOFT team measured, re-measured, ripped, and lengthened, leaving no stitch unturned to create the perfect pant. Here's how they did it:
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First they focused on the rear (don't we all?), shortening the pant rise just a little to prevent sagginess and adjusting the rear pocket for ultimate perk appeal.
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Second, they slimmed out the thigh area by using less fabric, thus erasing excess bulk.
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Next, they lowered the knee break slightly to create the illusion of a long, lean leg (LOFT claims that this makes legs look up to 2 inches longer).
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And finally, waistbands were made wider and given an interior lining to smooth and flatten the tummy.
The best part? This isn't just one pair of pants we're talking about. They have 45 different pairs, in loads of fits, lengths, fabrics, styles, colours and prints to suit every woman. In fact, LOFT guarantees that their pants will fit 9 out of 10 women. I have yet to put these LOFT-y claims to the test but promise to report back the minute I do. SOOO worth a try for the possibility of finding the perfect pant, non? Can't wait to hear what you think.
P.S - If you're heading to Toronto Eaton Centre next Thursday - Saturday from 3-7 pm, don't miss the LOFT Pant Clinic (see above for details) with shopping expert Theresa Quick.
Thursday, September 19, 2013 at 10:11AM 
