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  • Who has time to actually try on clothes?
  • Who has time to actually try on clothes?
    Enric Fradera, Creative Commons (2016) ©

True Fit: sizing up the clothing market

Vanity sizing can make shopping for clothes slow, frustrating, and potentially damaging to one’s self-esteem. True Fit believes it has the solution. Collating information from around 10,000 brands across the globe, it’s helping people find the right size for them, whether buying online or in-person.

Location Northern Europe / North America

Imagine buying a pair of size 14 jeans in one store that are bigger than a pair marked two sizes larger in another. [1] Or finding that a medium sweater from H&M is too big, despite the fact that a large from Topshop fits perfectly. This kind of vanity sizing – which sees clothing manufacturers revise sizes downwards – is frustrating for consumers and can slow down the shopping journey. And in a world where a size eight waist measurement in the US can differ by as much as five inches between brands, something clearly needs to ...



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