‘Pretty weird’: How a viral video shows a striking discrepancy in men and women’s knitwear

The discovery has ignited a conversation about the 'pink tax' in fashion, where women's products often cost more than men's equivalents.

Data reveals material gap

This week, Style Analytics conducted an investigation into the issue, analyzing full-price knitwear offerings on US sites of six major fashion brands. Their findings showed that men's jumpers under $100 are up to five times more likely to be made of 100% natural fibers such as wool, cotton or cashmere compared to women's jumpers.

The data also revealed that in the under-$100 price bracket, women's jumpers are twice as likely to contain polyester as men's. The material disparity between men's and women's knitwear appears to diminish only when consumers spend $100 or more on an item.

Industry practices explained

Roni Brunn, a designer and fashion educator, attributes part of the difference to the trend cycle in women's fashion. "Elastane gives stretch, synthetics can add fluidity, and they're inexpensive," she explains. "Men take fewer risks, so brands are incentivised to churn out the same things for men season after season, which means they can buy more yarn in bulk and optimise production."

Brands increasingly blend natural and synthetic fabrics to lower production costs while still marketing products as premium. For example, Gap's bestselling CashSoft range, described as "soft like cashmere," contains no actual cashmere wool but rather a blend of cotton, nylon and acrylic.

Consumer impact and solutions

Sustainable fashion expert Aja Barber suggests that women face greater societal pressure to follow trends, leading to more frequent purchases. "Men have never been targeted by the trend cycle in the way women have, and the only way you can keep up with that churn is if you cheapen the product," she says. "The best-made clothing in my wardrobe at this point is mostly menswear."

Brunn advises shoppers to "know their trade-offs" when purchasing knitwear, considering expected lifespan and maintenance requirements. "The answer isn't 'shop like men'," she emphasizes. "Menswear is mostly drab and utilitarian on purpose. Finding quality means educating yourself about what you need and what items offer it."