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Gregory Packs Woolrich gender neutral coat. BRANDS TRY ON NEW IDEAS REGARDING PRODUCT FIT, SIZING & IDENTITY T he origins of cloth- ing sizes dates back to the 180 0s with milita r y uniforms for men, and slowly evolved into the domestic market. The U.S. Department of Agriculture ( USDA) ushered in the next wave of sizing reform with a yearlong study titled Women's Measurements for Garment and Pattern Construction in 1939, working alongside the Bureau of Home Economics, under a federal project grant. Two decades later the first set of sizing standards was released. That's 60 years ago! No wonder today's marketplace is booming with innovation and inclusivity. These days plus- size and gender neutral styles are cate- gories to watch. Consumer Goods Statista reports that 22 percent of Millennials prefer shopping from brands that include plus- size models in their ads. Lyst, a global fashion shopping platform, found that searches for fashion pieces including agender-related keywords have increased 33 per- cent this year. (Agender is defined as "without gender.") The women's 2020 plus-size market in the U.S. is reported to be $24 billion, and growing at nearly twice the rate of the overall apparel market, according to NPD. The market research firm also cites that 70 percent of women in the U.S. wear a size 14 or larger. Acute Market Research puts the global plus-size market at over $178 billion, with pro- jected 4.3 percent annual growth through to 2028. Cultural shifts come with industry challenges. Higher manufacturing costs, factory capability and fit expertise all play a role in plus-size and gen- der-inclusive collections. For example, larger sizing requires more material, which translates into elevated inventory, shipping and storage costs. For brands with curated, agender specialty looks that go beyond conven- tional unisex basics, correct cut and style originality are key hurdles to market success. Here's a selection of latest product innovations tailored to fit today's diverse consumer audience. Outdoor Research has new ranges for Fall 2021 and Spring 2022 in extended and plus sizing for technical base layers, insu- lation and shells. A panel of six advisors to the Outdoor Research R&D team played a key role in the development process, fit sessions and field testing. The Fall 2021 extended sizing program includes sizes ranging from XXS to XXXL. The Spring 2022 Plus Size collection launches in 1X-3X, and 16W-24W. Together TAILORED FOR TODAY • IN THE STUDIO 10 • September 2021 sportstyle • sportstylemag.com

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