A study has shown that 'vanity sizing', which started with women, is now being passed on to men as well, as many of the clothes stores are using it to dupe people into thinking that their waistlines are shrinking.
A survey carried out by The Sunday Telegraph showed that the phenomenon, where the size of a garment is bigger than what the label says, is being used by some retailers, who label the trousers up to two inches smaller at the waist than they actually are.
According to the findings, the 10 top retailers were adding inches, with Marks and Spencer being one of those labelling a pair of 37.5-inch waist suit trousers a size 36, reports the Daily Mail.
Brands like Debenhams, Next, Topman and supermarkets like Tesco and Asda were also accused of making trousers with more generous waistlines.
The newspaper, which checked 30 items of clothing and found that 28 had misleading sizing, also showed that a pair of Levi's 501 jeans advertising a waistline of 31 inches was actually 32.5 inches.