A TikTok video showing that Abercrombie & Fitch sells a $95 men's jumper made of 100% merino wool while charging the same price for a women's jumper containing only 30% wool has sparked debate over gender-based pricing in knitwear.
Fashion content creator Rachael Brownfield posted the comparison after noticing the discrepancy while browsing the retailer's site. The video has garnered two million views and nearly 10,000 comments. Abercrombie & Fitch has not yet responded to requests for comment.
Data platform Style Analytics investigated the trend across six major US fashion brands' websites. It found that men's jumpers priced under $100 are up to five times more likely to be made of 100% natural fibres such as wool, cotton or cashmere than women's jumpers in the same price range. Women's jumpers under $100 are twice as likely to contain polyester. The gap closes only at the $100 price point and above.
Style Analytics founder Molly Rooyakkers said she was "floored" by the findings, though she acknowledged the data represents only a snapshot of six brands on a single day.
Designer and fashion educator Roni Brunn attributes the trend partly to the fashion industry's trend cycle, which targets women more aggressively than men. Synthetic fabrics like elastane, nylon and polyester are cheaper to produce than natural fibres and allow brands to compete on price. Men's knitwear remains more consistent season to season, allowing brands to buy yarn in bulk and optimise production.
Sustainable fashion expert Aja Barber notes that men have not been targeted by trend cycles in the same way women have. "The best-made clothing in my wardrobe at this point is mostly menswear," she says.
Brunn cautions that buying menswear is not always practical for women due to fit issues, and recommends shoppers educate themselves about fabric content and care requirements rather than simply switching to menswear.