Small-batch British cycling apparel brand KOSTÜME has launched version 2.0 of its Size Guide. This is aimed at reducing returns and improving the customer experience, while highlighting what it sees as systemic waste in the wider apparel industry.
The move comes as the Bristol-based brand, which uses a pre-order model to eliminate waste, already reports a return rate of just 2%. This figure contrasts sharply with general apparel e-commerce returns, which are reported to be around 25% across the sector, or up to 30%+ for cycling apparel specifically.
KOSTÜME’s new ambition is to bring its return rate down to zero, completely eliminating wasted resources and improving customer confidence.
Ed Bartlett, Founder of KOSTÜME, said “With our limited resources, it’s taken longer than we hoped, but we’ve always believed this was achievable. It raises the question: Why aren’t bigger brands doing the same? They don’t care about returns because overproduction and writing off stock is just business as usual.”
The new Size Guide features photography of the brand’s best-selling bib shorts across a diverse range of customer body types and sizes, rather than just using standard measurements. This visual approach aims to ensure a more accurate fit for a wide range of cyclists, particularly those who ride audax and multi-day distances, where comfort is paramount.
