A size chart is a rounding error

The evidence

• 83% / 87%

  of desktop and mobile apparel sites fail to provide sufficient sizing information.

  Baymard Institute, from 1,765 hours of usability testing.

  So a size chart is table stakes that most of the field is failing anyway. There is no defensible version of shipping one.

• 1%

  of online shoppers say their size stays consistent between brands. Thirty-two percent say it usually varies.

  Popsy Fit Fix Report, 2026, n=1,800 UK customers plus 273,000 reviews analysed.

  A size letter is a local convention, not an international standard. It means something different in a denim store than in a dress shirt.

• 14%

  of male apparel shoppers self-identify as plus-size.

  Baymard Institute.

  This is the finding that shaped the whole site. Men's sizing is believed to be simple, so men do not go looking for a chart — and will not find one if the store has none. Missing measurements cost you quietly.

• 16% against 9%

  is the men's return rate on multi-size orders against single-item orders. Women sit below their own single-item rate.

  Wayflyer, 28 million orders across 400+ retailers.

  Men bracket. They order two and return one. That is not dissatisfaction — it is a man refusing to be told his size is portable when it is not.

• 63%

  of men check the fibre content before buying.

  Into The Thread, 13,070 respondents across 13 countries.

  We have it on 0 of 1232 products. That is not a copy problem. It is a data problem, and no amount of design fixes it.

What we have refused to build

Most of what follows is standard. We are listing the omissions because an omission reads as an oversight and a stated one reads as a decision.

A size chart

We have nothing to put in it. Printing an empty table and calling it a chart is worse than not having one, because it teaches people to look and then not find.

A gallery

Thirteen products out of 1232 are photographed on a body, and 47% of card images are blank supplier mockups. A gallery here is mostly pictures of nothing.

Sizing you on denim without an inseam

Denim and trousers are most of what this store sells and they are the hardest thing to size blind. We will show you the garment and tell you we do not know yet, which is more useful than a confident letter.

A countdown, or a scarcity claim

Of fifteen stores measured, zero used urgency language on a product page. It is the convention that is dying, not the one worth joining.