Updated: July 26, 2013 9:18AM
Stereotypes are rooted in truth, and this one is for certain: Many guys would rather do something else with their time than shop. Finding the right jeans, in particular, is generally a pain in the butt, which must be why many men throw in the towel — or so it seems from the countless examples of poorly fitted denim in Chicago and beyond. Waists are too high. Pant legs are too narrow. Crotches are too low. Seats are so saggy they appear to contain something in addition to gluteus maximi. But entrepreneur and University of Chicago Booth School of Business grad Liz Kammel has a solution. Her locally-based company, ZipFit Denim, aims to match men with the right fit. Fast. And there are plenty of brands to choose, including Citizens of Humanity, 7 For All Mankind and Paige. Dudes can either swing by ZipFit’s storefront, 520 N. Michigan, 3rd floor, and plug their measurements into an iPad, or they can do likewise online at zipfit.me. Both methods employ Kammel’s proprietary algorithm to do the searching. Alterations, shipping and returns are free, and there’s a “100 percent Fit Guarantee.” Does it work? We’re not sure. But at least someone’s trying.