Sure, not every shoe brand is equal, but if I know I'm a 9, I can generally start there and find a shoe plus/minus a half size. I have yet to go into a store and wind up in a shoe that is 3 sizes larger than what I thought my size was. Or 3 sizes smaller. Or a size 8 in one shoe from a brand and a 10 different shoe. I can order Nike/Jordan brand shoes without trying them on and they fit. Have done it for years.

I went to re-buy the "same" jeans ~8 months after my initial purchase and the size I was wearing didn't fit in the new jeans. Tried another pair with a different wash and was back to the original size. I have tried on jeans from the same brand with similar cuts and came away two sizes apart. I can swing several sizes as a starting point between some stores. I get it, not every jean is going to be identical, but it isn't a ridiculous ask to be able to have a size I can start at and be within a size of what I need.

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.