Size? (retailer)
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| Size? (retailer) | |
|---|---|
| Name | Size? |
| Type | Private |
| Industry | Retail |
| Founded | 2000 |
| Founder | James and Julian Dunkerton |
| Headquarters | London, England |
| Products | Footwear, apparel, accessories |
| Num locations | 35+ (UK, Europe) |
Size? (retailer) is a British footwear and apparel retailer specializing in sneakers, streetwear, and lifestyle products. Founded in 2000 in London, it has developed into a prominent multi-channel retailer with physical stores and an international online presence. The company is notable for introducing exclusive collaborations and limited-edition releases tied to major brands and cultural movements.
History
Size? was established in 2000 by James and Julian Dunkerton in Brighton before expanding to London, drawing attention from enthusiasts connected to the scenes surrounding Nike, Adidas, Puma, Reebok, and New Balance. Early growth coincided with rising global sneaker culture influenced by figures and institutions such as Tinker Hatfield, Sean Wotherspoon, Kanye West, Kendrick Lamar, and events like ComplexCon, Sneaker Con, and the broader streetwear movements associated with Supreme, Off-White, and BAPE. Size? leveraged relationships with retailers and brands including Foot Locker, JD Sports, END., Sneakersnstuff, and regional boutiques in Paris, Berlin, and Milan to expand its footprint. Throughout the 2000s and 2010s the retailer navigated industry shifts driven by e-commerce platforms such as Amazon and ASOS, and cultural influences from hip hop, skateboarding, and NBA celebrities.
Products and Brands
The product assortment centers on limited-edition and general-release sneakers from major manufacturers including Nike, Jordan Brand, Air Jordan, Adidas Originals, Yeezy, Converse, Vans, New Balance, ASICS, Saucony, Under Armour, and Puma. Apparel and accessories lines feature collaborations with designers and labels such as Stüssy, Carhartt, The North Face, Patagonia, Stone Island, A Bathing Ape, and contemporary fashion houses like Balenciaga and Off-White. Size? has been known to curate capsule collections tied to cultural properties and creative figures connected to Virgil Abloh, Pharrell Williams, Travis Scott, Jerry Lorenzo, and heritage archives such as Nike SB and Adidas Consortium.
Store Format and Locations
Physical storefronts emphasize experiential retail in urban centers including locations historically in London, Manchester, Birmingham, Glasgow, Dublin, and select continental European cities like Amsterdam and Berlin. Store designs often reference flagship concepts used by international peers such as Nike flagship stores, Adidas concept stores, and boutique formats exemplified by Kith and Patta. Retail footprints vary from compact high-street shops to larger flagship stores featuring in-store releases, event spaces, and collaborations with local artists linked to institutions like FACT and galleries in Shoreditch. The retailer has also participated in pop-up strategies mirroring efforts by Supreme and Palace Skateboards.
E-commerce and Digital Strategy
Size? operates an e-commerce platform competing with international marketplaces and specialist sites such as StockX, GOAT, eBay, Farfetch, and END.. Its digital strategy incorporates timed online drops, raffles, and app-based releases inspired by methods used by Nike SNKRS and Adidas Confirmed, while engaging users through social media platforms including Instagram, Twitter, Facebook, and streaming or video services like YouTube and TikTok. The company integrates inventory management and fulfillment practices comparable to logistics innovations from Zalando and ASOS, and has explored partnerships for delivery and payment services in line with standards from PayPal and Shopify-powered merchants.
Marketing and Collaborations
Marketing emphasizes limited releases, collaborations, and event-based campaigns featuring designers, musicians, and athletes linked to Drake, Kanye West, Virgil Abloh, Travis Scott, and streetwear figures like Shawn Stussy and James Jebbia. Collaborations have involved brands and creatives such as Nike, Adidas, Carhartt, Stone Island, and independent designers; campaigns often align with cultural events including London Fashion Week, Paris Fashion Week, and street culture gatherings like ComplexCon and Sneaker Con. Promotional approaches mirror tactics used by Supreme and Off-White through scarcity, influencer seeding, and editorial content in publications such as Hypebeast, Highsnobiety, GQ, and Complex.
Corporate Structure and Ownership
Originally founded by siblings with roots in British retail scenes, the company has remained privately held with leadership focused on retail management, buying, and brand partnerships. Its corporate operations interact with suppliers and licensors such as Nike, Adidas, New Balance, and logistics partners akin to those used by DHL, UPS, and Hermes UK. Size? competes and collaborates within an ecosystem populated by retailers and conglomerates including Foot Locker, JD Sports Fashion plc, Frasers Group, and independent specialist retailers like Sneakersnstuff and END..
Controversies and Criticism
The retailer has faced industry-wide criticisms common to specialist sneaker retailers, including debates over scarcity-driven release tactics similar to controversies around Nike SNKRS and resale markets on StockX and GOAT. Issues raised in public discourse involve allocation fairness, raffle systems, and the role of reseller markets that echo wider conversations involving eBay and secondary market regulation. As with peers, Size? has navigated challenges related to supply chain transparency and labor standards highlighted in sectors tied to brands like Nike, Adidas, and Converse, and scrutiny from media outlets including The Guardian, BBC, and trade-focused publications such as The Business of Fashion.