Maurices is collecting old jeans and debuting new ones.
The Duluth, Minn.-based women’s apparel chain, which operates 900 stores across the U.S. and Canada, has introduced a jeans exchange option as part of its customer loyalty program. The Maurices Fit Freedom Jean Exchange allows registered customers to swap their regular price jeans for a free new pair of the same style should their body size change up to a year after purchase.
The returned pairs will be donated to local charities that serve women in need.
“We know women’s bodies change over time, and we want to be there for them through all of life’s journeys,” said Laura Sieger, Maurices chief marketing officer. “This new jean exchange program further showcases our commitment to providing great service and customer experience every day by our caring team.”
A 2021 report by The NPD Group found that nearly 40 percent of women were wearing a different size compared to one year prior. While 15 percent of the women said they were a size smaller, 25 percent said they were wearing a larger size.
The retailer’s new Limitless style aims to offer women a more forgiving fit as well. Offered in sizes XS-2X, the high-rise jegging can stretch to fit up to three sizes. The jegging is available in four washes and retails for $54.90-$59.90
“All women deserve to feel good, and every woman deserves a pair of jeans that fits them perfectly,” Sieger added.
Limitless is part of the M jeans by Maurices collection, which debuted in 2019 and now encompasses seven leg shapes, 67 different washes, five inseam lengths and inclusive sizes from 0-24.
The brand also rolled out Edgely Jeans, a new premium private-label denim brand “distinguished by exceptional fabric and trendy fashion-forward styles, coupling them with new tops to match for dress-and-go convenience.” The collection retails for $49.90-$69.90.
Maurices made fashion headlines earlier this year with the March launch of Evsie, its first in-house line for tweens, and its collaboration with country music star Lauren Alaina who hosted a denim-themed LeJEANdary fan club event with the retailer during the CMA Fest country music festival in Nashville in June. Customers could show their ticket from the CMA Fest at their local Maurices store and receive a free pair of new jeans from the m jeans by Maurices collection.