For a full year, Australian TV host Karl Stefanovic woke up in the morning and put on the same blue suit.

As a host for the Today morning show, Stefanovic wore the "cheap Burberry knock-off" in a range of scenarios:

While covering the recent G20 summit:

On a rollercoaster:

And while playing the guitar:

And after a whole year of donning the same dress … nobody noticed.

Stefanovic, 40, said the (lack of) reaction contrasts dramatically with the judgment his female co-hosts face daily.

"No one has noticed," he told the Australian newspaper The Age. "But women, they wear the wrong colour and they get pulled up. They say the wrong thing and there’s thousands of tweets written about them."

Stefanovic said his female co-host, Lisa Wilkinson, regularly receives criticism about her outfit.

It was that double standard, Stefanovic told the paper, that inspired him to start the social experiment. This week, he revealed that he’d worn the same suit every single day for an entire year so that he could demonstrate sexism in the industry.

"Women are judged much more harshly and keenly for what they do, what they say, and what they wear," Stefanovic said.

"I’m judged on my interviews, my appalling sense of humour -- on how I do my job, basically, whereas women are quite often judged on what they’re wearing or how their hair is."

Now that the truth is out, Stefanovic says his co-host, Wilkinson, does have one complaint.

"Only Lisa and (one other show member) know about the suit. They often remark that it’s getting a bit stinky," he said. "I'm hoping to get it into the drycleaners at the end of the year."