Why aren't size charts the same across brands?

This is the second in a series of posts about the reality behind size charts: how they're created, why they're never the same, and what you - as a wearer of clothing - can do about the gross disparity of sizing in apparel. You can read Part One here.

Part Two: Why aren't size charts the same across brands?

We get it - it's SO frustrating (not to mention confusing and maybe a little insulting) to learn that you're a different size when you change brands. If you wear a size 18 in one brand, shouldn't you be a size 18 in every brand? How DARE a brand tell you you're a size 20 or 22 (or a 14 or 16)?! Rude.

But as we mentioned in our post last week, size charts are unique to every brand.

Every brand has their own expectation of who wears their clothes, and that's a good thing! Let's consider the alternative for a minute: If all brands used the same fit models, we'd have consistent size charts across the board. Great, right? But what if you don't fit that size chart? Now you're stuck, because you can't find *any* clothes that fit.

When brands define their size charts based on their vision of their target customer, more people have access to clothes that make them feel safe, comfortable, and seen. And when brands consistently exclude entire groups of customers, it opens up opportunities for new brands to step in and create clothing for people who deserve equal access to apparel.

At Alpine Parrot, our mission is to celebrate and foster equitable access to the outside for people of size. We do this by unapologetically ignoring other brands' size charts and by working with a variety of humans in bigger bodies - because despite the fact that 68% of American women wear sizes 14+, less than 20% of outdoor apparel is made in plus sizes. 

Next week, we’ll talk about what YOU can do to find peace and happiness when shopping online or in person.