Tokyo-based Kapital is making a literally big statement on denim by celebrating a wide leg cut with the launch of its second “Flare Measurement Contest.” Customers are encouraged to visit the label’s stores where staff will measure the width of the bottom of their pants.
While the skinny jean silhouette has remained relentlessly popular, over the past several years there’s been a shift to boyfriend cuts and high-waisted bell bottoms, a trend helped along by the emergence of cozy style trends, a unisex look themed on baggy fitting sport heritage looks.
Kapital’s contest will begin on October 24, 2020 and will run through November 1st at all Kapital stores. According to a translation of Kapital’s post announcing the event on Instagram, “The hem width of your flare pants will be measured by staff to determine the No. 1 flare champion!”
The top 10 entries will be gifted an orange sweater featuring a skeletal graphic while all participants will receive a participant badge.
Alas, you will have to imagine entering this contest unless you’re in Japan where all of Kapital’s stores are located.
