Duluth Trading’s Digital Tool Customizes ‘Perfect’ Pants

Lisa Johnston
Senior Editor
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Duluth Trading Co.’s new digital tool lets consumers design a pair of customizable pants.

Known as Duluth Custom Built, the tech walks users through seven steps to choose a made-to-order fit with more than 350 waist and inseam combinations, as well as a choice of slim, standard or relaxed fit.

Shoppers can also choose such details as color, pocket type and placement, as well as utility loops, bottom hem reinforcements and more.

It’s available for use exclusively on Duluth’s website, centered around the company’s best-selling DuluthFlex Fire Hose work pants.

"A one-size-fits-all mentality never really worked for our team when it came to product design. It was important for us to ensure that Duluth favorites were not just 'available' in our customers' size but made for their size — as unique and precision crafted as the work they do," said Ricker Schlecht, SVP of product, visual and creative, in a statement. "With over 10,000 possible ways to build out our signature DuluthFlex Fire Hose pants, Duluth Custom Built reflects our ongoing commitment to meeting our customers in the garage, in the garden, at the work site, in the great outdoors or anywhere else in between."

Pricing for the pants start at $79.50.

Headquartered in Mt. Horeb, WI, Duluth operated 61 retail stores and three outlet stores as of last month.  

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