> If you shop online and use raw measurements, then it will both fit and be available.

I'm a man often shopping for bike wear in Europe. I'm neither overweight or obese. The article is right that sizing is a complete mess: with my 180cm and 74kg I'm usually mass market size M in tops and L in pants because I just have a big ass (again I'm not fat, I still have a big ass when I'm 70kg during the height of the summer season). But it's often an S in tops. Anyway, in the bike brands sizing, the tops are mostly M to L.

The bike pants? I have already sent back XXL's because I just couldn't put them on. But for some brands, I'm still L, for others it's XL. The measurements don't mean anything, they are completely off quite often. The only half-usable help is customer reviews where people note their measurements and the size that fit them. Also the sizing is not only inconsistent between brands, but also for different items of the same brand.

One thing I don't really understand is the brands perspective. If someone with my measurements is forced to wear XL (and for long pants the legs are often too long as a result), what is left? Will a guy 185 cm high weighting 90kg, which is not uncommon, be forced to wear an XXXL (if they make this size, which they usually don't)? Do they look at this and think it's good sizing nomenclature?