US-based apparel brand Under 5’10 was established earlier this year in a bid to cater to the demands of shorter men looking for apparel options, in a hassle-free way. It’s founder Elie Robinson came up with the idea after he himself had to face the problem of unavailability of merchandises.
Reportedly, the average male height in America is 5’10, and mass manufacturers cut clothing around this average male height, as they want to access the widest customer group possible.
Notably, Robinson enquired people who are under 5’10 to understand their selection process of an apparel and that propelled him to offer them something that is ready-to-wear and at the same time fits them.
He further bought Fittery, a digital company that used predictive analytics to form a sizing database that proficiently calculates body proportions. This database was filled with huge datasets used to measure the algorithms for both body sizing and to match bodies to well-fitting clothing.
“We found between 50 and 75 size and fit combinations, but knew we needed to simplify or we would be drowning in inventory. As a result, we narrowed down the best fits and cuts to six sizes; XS, S, M, L, XL and 2XL.” – Elie Robinson, Founder, Under 5’10
Furthermore, the brand launched its e-commerce marketplace in August 2018 offering 11 shirts in six sizes using 100 per cent cotton, retailing them at US $ 59.99. The company even forayed into brick-and-mortar in October to boost sales.
The American brand is now eyeing to expand into other categories such as tech pants and jeans which are set to be made available next month. T-shirts, polo shirts and ties will be next, however, a launch date is yet to be finalised.
