Product Research

At WAIR's event in Amsterdam, the conversation kept circling back to circularity and returns, and how fit and sizing apps are quietly becoming the fix for both.

What struck me was how unglamorous that connection is: nobody's excited about returns, but reducing them through better fit is one of the most direct ways fashion can cut waste.

The gap: every brand solves fit on its own, inside its own app, so customers rebuild their sizing profile from scratch each time they shop somewhere new. A more interesting fix isn't another brand tool, it's a portable, customer-owned fit profile any retailer could plug into, closer to single sign-on across the web.