Richard Holober, executive director of the Consumer Federation, said with exasperation that a Levi’s One Pocket Boyfriend Shirt has been marketed to women for $78. Their boyfriends, he said, could buy a nearly identical shirt for $48. “Add the word ‘boyfriend’ and put the shirt on a woman, and the price goes up by $30,” Holober said. “Businesses have figured out, through a lot of research, how to extract extra dollars by giving products a veneer of being designed especially for girls or women. But that’s not right.” Read More ›