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Labfresh x Easysize

How the world's most innovative menswear brand designing shirts that are- stain, wrinkle and odour repellent, decreased their size-related returns by 22%.


Co-founded in 2017, by Lotte Vink and Kasper Petersen, LABFRESH was the answer to the problems of busy professionals all around the world who dislike or don't have enough time for washing and ironing their shirts, (including us)! Unlike most fashion houses, LABFRESH wants you to buy less and wear their products longer. They apply their exclusive FreshCore™ technology to premium cotton fabrics which is a unique treatment mix that combines several performance enhancing technologies in one: hydrophobic, antibacterial and easy care. The result is a collection of timeless essentials that stand the test of life. Their shirts are stain and odour repellent, wrinkle free, and moisture wicking. Also makes them good for your wallet and the planet! LABFRESH started as a Kickstarter project in January 2017, with a belief that one should be able to expect more from clothing. Turns out a lot of people feel the same way. They became the most backed European apparel project in crowdfunding history. The brand was developed with shoppers, based on their feedbacks, which is the same approach we have here at Easysize. We identify and develop our sizes according to our shoppers' feedbacks and purchase behaviour, to recommend the best possible size and fit.


Firstly, there is no denying that the size and fit of a formal shirt can make or break your entire look. You can have the best shirt in the world, but it still would be no good if it does not fit well. This is a challenge for any online shop, and to ensure this didn't happen, solving the sizing issue was very important for LABFRESH so as to help customers to find their right size and fit easily, and hence a good experience from the very first time. Secondly, returns is a big issue for anyone in the industry and decreasing them was the key objective in order to reduce waste and be more sustainable.


The main mission of LABFRESH is to make their customers' life easier, fight overconsumption and reduce waste. They wanted to improve their sizing system and help customers who often feel uncertain about their sizes, find their size without any complications, be more confident while shopping and increase customer satisfaction. From a sustainability perspective, solving the sizing issue also meant that customers will use an item longer and they will have fewer returns, thus less emission of CO2 due to transportation of courier and also less wastage.

Kasper Brandi Petersen from Labfresh

“We improve everyday clothing by using the latest innovations in textile technology. Our mission is to make your life easier, fight overconsumption and reduce waste. Easysize helps us take a step closer to these goals by making it much easier for customers to choose the right size, wear the items for longer, be more satisfied with their purchase and reduce returns.”

Kasper Brandi Petersen

Co-founder, Labfresh


Easysize launched on LABFRESH in July 2020. Our solution helps first time shoppers to find the right size by answering a few simple questions. We designed a solution that is easy to use and doesn’t distract shoppers from shopping – it takes on average 15-20 secs for shoppers to answer the questions, they don’t need to measure themselves or perform any other time consuming actions. The recommendation is also personalised for each SKU individually, which means that different styles and fit preferences are taken into consideration.

Once we make a recommendation, and a user has purchased and received it, we then reach out with a request for feedback. That not only helps us to improve this particular user’s future recommendations, but also update all affected weights and in turn improve all future recommendations. That closes the loop and allows us to accompany a user on every step of their experience.


By using Fit Quiz, LABFRESH was able to provide tailored size recommendations to customers and therefore, increase its sales conversion. Shoppers are 4.5 times more likely to purchase an item when using Easysize. It means, shoppers are more confident, especially when they’re new to the brand. In fact, more than a third of all orders are made with our recommendation.

Returns that were size related were decreased by 22%. For LABFRESH, the return on investment is clear- for every 1 EUR invested in Easysize’s solution, 21 EUR were generated through the increase in sales and decrease in clothing returns.


Increase in sales conversion


Decrease in return rate

Amsterdam white from Labfresh
Polo navy from Labfresh
Sweater from Labfresh
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