Apparel forgives. A shoe doesn’t.

Because a shoe is a rigid shape around a load-bearing part of the body. A knit stretches and a dress a centimetre off still hangs right, but four millimetres in a shoe is the difference between all day and never again. Sizing tools built for garments and stretched to fit footwear miss width, instep height and per-last variation, which is where footwear fit is actually decided.

From a 30-second phone scan: the length to the tip of the longest toe and from heel to toe, the width at the widest point, where the ball of the foot sits, which toe is longest and the toe shape (Egyptian, Greek, Roman, German or Celtic). Each foot is measured on its own. A photo from above can’t see heights, so instep height and fit preference come from a couple of quick questions.

Accurate enough to move return rates on real traffic. HOKA measured a 6.0% reduction in return rate across EMEA in a four-month A/B test against a control. Pikolinos measured 5.7% in Spain and Birchbury 17.4% in the US.

Yes. Ice skates with Riedell, occupational and safety footwear with WearerTech, barefoot with Peluva, Birchbury and OzBarefoot, plus performance running and winter sports. You can add your own fit questions, like experience level for snowboard boots, and the recommendation adjusts on the answers.

No. The scan is one route, not a requirement. A shopper can tell us a shoe they already own - the brand, the style and their size in it - and how it fits, or simply their usual size, then answer a couple of questions about width and fit preference, and get a recommendation from that. And a shopper who has already been sized on any StrutFit store arrives at yours already sized, with 3.5 million shoppers served across 100+ countries so far.