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What to Watch: Solving the Sizing Dilemma

One size certainly does not fit all. In fact, it often fits no one. Sizing is a perpetual problem in the apparel industry with a lack of consistency rampant among the different brands. Much of the data used by apparel firms to create their lines is based on measurements that are decades old and no longer applicable to today’s body types. BodyBlock AI, which uses 3-D body and consumer data to provide insight on more-accurate sizing, estimates that 80 percent of sizes do not actually fit the general population. Kirk Keel believes the number is even higher than that. The cofounder and co-chief executive officer of Stantt said his research found the number is closer to 85 percent. “We built a company off of that,” he said. Seven years ago, he and Matt Hornbuckle founded the made-to-measure men’s shirt brand, which uses proprietary technology to offer “a hybrid option between off-the-rack and full custom that offers the benefits of each.” Stantt offers 99 sizes of shirts and uses an algorithm that requires only three measurements to create a custom fit. Once the fit is determined, the fabric, collar, cuff and button options are chosen and the shirt is manufactured and delivered within seven days at an

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