The sneaky way clothing brands hooked men on stretch jeans

by MR Magazine Staff

Clothing brands have been smuggling spandex onto the legs of unsuspecting men. “I definitely didn’t explicitly understand what I was buying,” Austin Ray, a 36-year-old writer in Atlanta, told me. What he was buying were Gap Soft Wear Jeans in Straight Fit with GapFlex, which is a nine-word phrase to describe a two-word trend: stretch jeans. “Apparently I didn’t think too hard about what those words meant,” he said. My friend David Covucci, a 34-year-old Brooklyn editor, also didn’t understand exactly what he was getting into when he picked a pair of Banana Republic Rapid Movement Denim jeans off a clearance rack, but the pants immediately felt different to him. “I knew something was up, but I didn’t Google until I got home,” he said. Read more at The Atlantic.