Inspired by blind taste testing, manufacturers’ claims about clothes could be tested by subjects blinded to what they are wearing. The test would work as follows. People put clothes on by feel with their eyes closed or in a pitch dark room and wear other clothes on top of the item to be tested. Thus the subjects cannot see what they are wearing. They then rate the comfort, warmth, weight, softness and other physical aspects of the garment. This would help consumers select the most practical clothing and keep advertising somewhat more honest than heretofore. For example, many socks are advertised as warm, but based on my experience, many of them do not live up to the hype. I would be willing to pay a small amount for data about past wearers’ experience. Online reviews are notoriously emotional and biased.

Some aspects of clothes can also be measured objectively – warmth is one of these, measured by heat flow through the garment per unit of area. Such data is unfortunately rarely reported. The physical measurements to conduct on clothes require some thought, to make these correspond to the wearing experience. For example, if clothes are thicker in some parts, then their insulation should be measured in multiple places. Some parts of the garment may usually be worn with more layers under or over it than others, which may affect the required warmth of different areas of the clothing item differently. Sweat may change the insulation properties dramatically, e.g. for cotton. Windproofness matters for whether windchill can be felt. All this needs taking into account when converting physical measurements to how the clothes feel.