• by Sarah Mahoney  @mahoney_sarah, September 20, 2011

In the hopes that it can encourage American men to pull up their pants and ditch their XXL t-shirts, Van Heusen is introducing an "Institute of Style." A partnership with GQ and ESPN, the effort hopes to challenge men to step up their style game, and even share their transformation in a "From Schlub to Swagger" contest on the campaign's website.

The problem, the company says, is that while 85% of the men it surveyed think they have style, the majority of women beg to differ. Specifically, women think men need help getting rid of baggy pants and shirts, and that men need help with fit as well as style. And the men surveyed did concede that they might be in need of a style upgrade, and some help finding more up-to-date clothing.