This Company Expects You to Hate Its T-shirts (So That You Find One You'll Love)
Over the years, vanity sizing has become a big problem. Depending on where you shop, a size 8 dress from one clothing company is going to fit completely differently than another company's size 8. This can be a frustrating experience for shoppers looking for a consistent fit, and the experience tends to be even worse for T-shirts given the comparatively limited sizing options (usually small, medium, large, extra large). One T-shirt company is trying to do something about this sizing conundrum, and part of its formula assumes you will hate two-thirds of its products.
3 Fit Theory, the company behind the T-shirts, decided that the clothes shopping experience is a flawed one. To remedy the situation, the company will send shoppers three different shirts with slightly different sizing and cuts. Then, the shopper will select the one that fits best, and send the other two back.
“Like one, love one, hate one—that’s our goal,” founder Matt Brooks told The Manual. “T-shirt sizes are B.S., and there’s never going to be one fit that works for every body type. That’s why we include a prepaid return mailer to make it easy to return the fits you don’t like."
Steven John at The Manual decided to test drive 3 Fit Theory's shopping experience. It turns out the formula worked for him. Two shirts were misses, but the third T-shirt was the perfect fit.
The company is still in its beginning stages after a successful Kickstarter campaign. Delivery of the T-shirts is slated for June and July 2019, and it's currently taking pre-orders.
3 Fit Theory's strategy is an interesting one, but it's difficult to predict whether or not this sizing model could possibly extend to promotional apparel. In promotional apparel, it's even harder for all end-users to get apparel in the perfect fit, but the industry is getting better at providing extended sizes and more tailored styles for women.