The reality is that S/M/L sizing is broken, and we decided to do something about it. By measuring thousands of guys and taking their feedback and preference for what they want in a great fitting shirt, we were able to design a new-to-world sizing system based on body types.
The concept is simple, but so very good. We started from a little office in Washington, DC to winning over customers in all 50 states and over 30 countries. How did we do it?
We call it the Fit Finder - 12 different sizes that cover 91% of men who would describe themselves as skinny, slim, or athletic in build.