When Allison Weiss Brady and Michael Ladin emerged from weeks of lockdown during the pandemic, they needed new clothes in new sizes — for different reasons.
Brady, 49, a charity fundraiser from a Philadelphia suburb, had been pulling back on her candy buying sprees during the lockdown and stepped up the cardio workouts at her home gym out of boredom. She lost 20 pounds and went down two sizes. In contrast, Ladin, 58, of Oak Park, Illinois, gained 10 pounds this past spring after sitting around eating chips and dip.
“I’m not surprised. If I don’t work out consistently, I gain weight,” said Ladin, who works in marketing.
Many Americans like Ladin and Brady are changing clothing sizes depending on how they spent their time sheltering at home. And brands from Levi Strauss & Co. to lingerie label Cosabella are taking note. So are body measuring technology companies, which report