Confusing clothes sizes have inspired a new market for fit-finding services

A group of startups wants to make it easier to find the perfect fit in clothes. Some say we won’t even have clothing sizes in the future.


December 17, 2019

Imagine a world where you no longer have to decide between buying a pair of pants in a size 16 or 18 and then, inevitably, sending one of them back.

A group of startups wants to make it easier to find the perfect fit.

  • True Fit combs through a massive dataset to match users who have given the company their body dimensions with the ideal size for each brand.
  • Hemster partners with retailers to tailor clothing items based on customers’ actual sizes.

The future may involve the use of body-scanning cameras to produce a more accurate fit.

  • “Sizes will go out the window 10 years from now,” Levi Strauss & Co. CEO Chip Bergh told the WSJ.

But it’s still hard to find the right solution for everyone.

  • Even when people get a body scan, they often disagree with the result.

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