Anecdotally, I discovered recently that I’m a full three sizes down in Vivobarefoot shoes versus normal shoes — but for a really interesting reason. It turns out that modern runner’s shoes actually are often shaped like a foot, rather than like a spatula, and so now that I don’t have to size up for my toebox width thanks to them creating shoes that are foot shaped in disregard to fashionable propriety, I now fit much better into a 3-sizes smaller shoe than I did into their older shoes at my prior size.

Part of why retailers are afraid to change sizing is that lots of women install their clothing into their ego and brag about it socially. I don’t approve, but I recognize the extrinsic cultural circumstances* that pressure them to do so. It’s a a lot harder to brag about being a size 49-42-48–8-30 than it is to brag about being a 20UK. (The /22 in 20/22 UK, the common size these days, is silent, because size lying is normalized.)

It would make more sense instead for them to choose an anchor measurement and a body type modifier; but that gets into the problems of having to annotate nine different body type letters onto a numeric size, not to mention having to design clothing that looks good on nine different body types, and having to hire models of nine different body types. The modeling industry is unprepared to staff that need, too!

* The phrase “pinup-hourglass male-gaze body-shape imposed-ideal” serves as an excellent starting point for research on that nightmare. For those unfamiliar, ask your friends who are women about that exact phrase, and remember to listen rather than critique their potentially-lengthy reply. I’m focusing on the sizing discussion and leave that topic as an exercise for the reader.