Men find shopping so stressful that almost two out of every three British blokes admit to having turned to their partners for help when it comes to choosing a pair of jeans, a survey has revealed.
The new research from Debenhams reveals that men across the country find snapping up jeans a testing experience with Gen-Z men being the most likely to feel the pressure.
Two fifths (44%) of men aged between 18-24 find the experience stressful while, in contrast, only a tenth (13%) of men aged between 55-64 said the same.
With so many finding the experience trying, it’s no surprise that two out of three (61%) men have turned to their partners for help when it comes to finding the perfect pair.
Baby boomer men aged 55-65 prove to be the most dependent on their partners, with more than one in three (35%) admitting their partner always or regularly picks out their jeans.
Meanwhile millennials are least likely, with only 22% of men aged 25-34 admitting the same. The survey also revealed a north-south divide, as Northerners are less likely to ever let their partners pick their jeans, with only 62% of those from the North West or North East admitting to it.
However more than seven out of 10 (73%) of stressed-out shoppers in London admitted to it, while 70% of Scots did. Perhaps surprisingly, older men are less likely to sport double denim than their younger counterparts.
A whopping three quarters (75%) of men over 65 claim to have never done it, whereas more than 60% of Gen Z men aged 18-24 confessed they had.
Londoners are the most likely to wear in the country to wear blue on blue as almost two thirds (62%) confessed to wearing double denim at some point.
Meanwhile, Scots were least likely as only one in three had ever done it and a staggering 70% claimed to have never done it in their life. The pressure to find the right style and fit of jeans is more important than ever as a third (32%) of men admit to judging other men’s choice of jeans.
Millennials are the most likely to judge other men for their choice in jeans with 55% saying this is the case, but only 16% of men over 65 are as judgemental.
Men in London are by far the most judgemental of others with half (49%) confessing to looking down on other bloke's choices of legwear. Those in the North West (28%) and Scotland (just 19%) were the least judgemental. When it comes to experimenting, men aged over 65 are the most open to trying new styles as half (54%) say that trying a new style of jean wouldn’t phase them. Unlike the older generation, 18-24-year-olds are the most likely to feel awkward and uncomfortable trying a new style of jeans.
In a bid to reduce the stress of shopping for jeans, one in five (22%) 18-24-year-olds choose to buy their jeans online, often meaning they stick to the same tried-and-tested style. In addition to struggling with what style of jeans to wear, the research also reveals there is a stark difference in body shape knowledge across generations.
When asked about their body shape, two fifths (40%) of men aged 18-24 could answer confidently while, one in five (20%) of those aged over 65 admit to not even knowing what the phrase ‘body type’ means.
The new research comes as Debenhams launches a campaign to educate male shoppers about their body shape and what style jean would suit them best.
Ross Wilson, men's buying director at Debenhams, said: “We often find that male customers are unaware of their own body shapes and because of this, there’s a tendency to play it safe and stick with the same style throughout their lives.
"Over the years we have expanded our denim offering to ensure we cater to a broader audience.
"As a department store, we want to ensure men of different ages feel comfortable to try a new style that’s comfortable and suits their personal style."
