The psychological suffering endured by mature men when they are forced by advancing girth to switch to trousers with elasticated waists has been revealed for the first time.
The pain can be just as great as any bereavement, as they struggle to come to terms with accepting a garment which many still associate with the departure of lost youth, says leading retailer Jacamo.
So traumatic is the move to trousers with a more forgiving style that the majority of British men avoid the decision entirely, leaving wives or partners to diplomatically buy the first pair, consumer research shows.
Said Jacamo spokesman Jenni Bamford: "Accepting the need to wear trousers with elasticated waists can be as stressful for men as the menopause is for women."
Now Jacamo has launched a campaign to put a spring back into lives of older men by removing their fear of elasticated pants.
Using the slogan "Fantastic Elastic", it will highlight the benefits of being able to move freely and quickly regardless of age, thanks to trousers which go with the flow.
Said Jacamo spokeswoman Jenni Bamford: "Wearing elasticated pants is not a sign of defeat. They are worn by some of the most active people on earth including mountaineers, long distance hikers and marathon runners"
Today’s generation of older men is finding it much harder to make the transition to elastic because they come from an era which was defined by the trousers they wore, Jacamo believes.
A slim fit was essential to wear the styles of their youth, such as drain pipe trousers, tight jeans and high waisted disco trousers - still favoured by Simon Cowell today.
Surrendering these slim fits in favour of more accommodating elasticated trousers is seen by many men as ultimate proof that their youth has gone forever.
Symptoms indicating that a man is suffering from trouser stress include irrational outbursts claiming clothes have shrunk in the wash and endless laments that retailers no longer stock their size – a trait known by wives and partners as "Pants Rants"
Yet sales of elasticated trousers have soared by over XX per cent in the last four years alone, Jacamo sales figures show.
Once bought only by men with a heavier build, elastic is now commonly used in high fashion trousers made specifically for those with slim waists.
Designers say that the clever use of elastic in side panels, as well as waistbands, produces flexible trousers which fit perfectly and are some of the most comfortable ever made.
Explained Jacamo spokeswoman Jenni Bamford: "It’s all a matter of perception."
"Elasticated trousers are now being worn by slim men in their twenties as well as more mature men with a cuddly build."
"They’re become the height of fashion, as well as being renowned for comfort and practicality."
"Buying trousers should never be a stressful time – neither for the customer nor for their waistlines of the trousers."
Jacamo’s top five selling elasticated trousers include : ( list five items with prices.
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