Wednesday, August 09, 2006

zafu Solves Denim Snafu

Getting the right fit on a pair of jeans has always been done through trial and error. Lacking a universial size and fit system consumers are often stuck in fitting rooms trying on stacks of jeans.

Enter zafu, which claims to have done the leg work for you. is a free service that helps women find jeans with fits, cuts, styles and sizes that match them. Upon visitng the site and answering some questions about their preferences women are presented with recommendations and places to buy. All this is done by using "proprietary algorithms" and "five years of proprietary fit research." Apparently they measured, analyzed, and photographed thousands of women who've tried on hundreds of pairs of jeans.

"zafu is the result of years of advanced fit research. By using zafu it is much easier for women to find their perfect jeans - whether they shop online or take our recommendations on their next trip to the store," says Rob Holloway, founder and CEO.

Their recommendations come from a database of jeans from over 70 brands like AG Jeans, American Eagle, Antik Denim, Apple Bottoms, Juicy Couture, 7 For All Mankind, Joe's Jeans, Blue Cult, Levi's, Lucky Brand, Chip & Pepper, Diesel, Guess Jeans, Paige Premium Denim, Earnest Sewn, PDC, Taverniti So and others.

Here's zafu's self-description:

zafu was founded in 2005 and is located in a converted bakery in Emeryville, California, just across the Bay from San Francisco. The site launched on August 2, 2006. Learn more about how to find the perfect fit for designer jeans and top brand jeans at

zafu has drawn on five years of comprehensive fit research and algorithm development from their sister company Archetype Solutions. zafu has combined this knowledge with additional work measuring, assessing and photographing thousands of women trying on hundreds of pairs of jeans. In doing so, zafu has identified key body shapes for women and created algorithms that enable them to ask a woman a few simple questions and use her answers to search their database of hundreds of jeans to recommend those that will best fit her. At, there is real science behind the art of finding that perfect jean.

The zafu team has deep experience in retail, statistical analysis, fashion, pattern making, software development and retail marketing. zafu is a part of Archetype Solutions, a venture backed company founded in 2000 and the industry leader in the area of fit. Learn more about Archetype at


Anonymous Anonymous said...

yes, but what about the mens.

8/10/2006 07:31:00 AM  
Blogger slanderous said...

Apparently, if you are in your upper 20s or early 30s, the best jeans for you are mom jeans!

8/20/2006 02:27:00 PM  
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