by Miryam Muller in ,

As almost any woman will tell you, the single most challenging item of clothing to shop for is jeans. According to a ShopSmart poll published in June 2010, more than 56% of women say they have trouble finding well-fitting and flattering jeans, with 8% seeking professional guidance to locate a pair.

Fittend Fashion, a recent graduate of startup incubator Betaspring, is one of several startups aiming to address that problem. The company is currently testing 3D body scanners alongside its own pattern-making software to develop custom jeans and suits, among other items.

The scans, says cofounder and recent Harvard Business School graduate Jamal Motlagh, helps Fitted Fashion derive a precise set of individual body measurements that he and his team can then use to make perfectly fitted clothing.

“Self or tailor-made measurements tend to have a lot of errors,” Motalgh notes. “It’s hard to measure your own inseam. And even if you went to five different tailors you would get five different sets of measurements.”

The body scanners, which were built by a company called [TC]², allow Fitted Fashion to obtain a more accurate and a broader set of measurements, Motalgh contends. He and his team aren’t just incorporating traditional hip and inseam measurements into their clothing; they’re also taking into account the length and circumference of every part of the body. Design is also taken into account. Pockets of jeans are repositioned to complement different hip widths, for instance.

The technology isn’t new. 3D body scanners have appeared in Brooks Brothers, Selfridges and in a few other retailer stores over the past couple of years, but they haven’t yet been adopted widely by the industry. As the technology improves and the machines become more affordable, it’s likely that trend will change.

Fitted Fashion is currently testing its designs with a group of 65 women. Motalgh says feedback on fit has been positive thus far, but he and his team are still experimenting with different kinds of denim to optimize the jeans they hope to bring to market.

Early next year, the company plans to open up a design studio in SoHo where men and women can be fitted for custom clothing. Denim will be priced between $160 and $180. Suits will run in the $500 to $900 range.

Read the complete article at Mashable.