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My dissertation addresses the question of whether a unisex jean would be profitable and sustainable for the mass-market and middle-market today. There are people who believe there is a clear distinction between the female and male jean because of our different body shapes. I argue that the female and the male jean consumer are more similar than commonly thought when it comes to their purchases and attraction to advertisements. Interviewing denim experts gave me insight into the industry and I discovered there is a common sentiment that the younger generation is driving this unisex trend, due to constant interaction and connection through social media.

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