What’s Your Fitcode?

Know Your Number and Enjoy Jeans That Always Fit



Fitcode, founded by Rian Buckley, offers easy jean shopping

Photos for Fitcode by Tawni Eakman Photography

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Nowadays, given the simplicity of online shopping, updating your wardrobe can be done in seconds. With the flick of a mouse and the click of a button, you can own an entire new ensemble from shiny Maui Jim sunglasses to knee-high black leather boots. Gone are the days of spending hours stuck inside an overcrowded and understaffed clothing store digging through racks of garments for the right size. With bunny slippers on your feet and no foundation on your face, you can now spend the day shopping to your heart’s desire, stress-free.

Well, mostly stress-free. While online shopping offers easy access to products all over the country, ascertaining the proper size can be a nightmare, especially when it comes to jeans. Unlike the simplicity of a shirt or a new pair of shoes, jeans are often the hardest thing for most women to buy online because there can be a myriad of fit disasters. Jeans can be too baggy in the butt, too tight in the calves, inches too short or loose at the waist. With innumerable potential problems on the horizon, jeans feel like one garment that can’t be purchased from the comfort of your couch.

Rian Buckley Fitcode

The reason? Sizing across brands can vary wildly, and they follow no sensible patterns. JAG Jeans, for example, have sizes that range from 0–16; 7 For All Mankind offers sizes from 23–32. Even worse, once you’ve figured out your approximate size, there’s no guarantee the pants will fit; some brands run excessively large, others run small. With numbers that don’t add up and inconsistent sizing, accidentally ordering the wrong size isn’t a stretch. To avoid these shopping woes, many people avoid ordering jeans online and save that shopping experience for the mall.

While trying things on in a store is a surefire way to get the fit you crave from your denim, it isn’t always a relaxing process. The solution? An online shopping haven that focuses not on a numerical size, but on fit. Based around the idea that every woman’s body is different and thereby flattered by different cuts of cloth, Fitcode provides users with an individualized shopping experience designed to showcase only the jeans that are likely to flatter your body. 

Rian Buckley

The company is co-founded by Rian Buckley, the current CEO of Fitcode and a former international model. Though Buckley graduated from the University of Washington with a degree in political science, it was her history traveling and working as a model that prompted her to delve into the entrepreneurial world. Says Buckley, “I started Fitcode after spending years in the fashion industry as a model. I noticed the disconnect between real women and the less-than-real product images. I would spend hours on set being clipped, pinned and Photoshopped to look perfect... Then I started hearing clients talk about the high rate of returns they were suffering from unhappy consumers.” It’s a relatable problem; so often the flawless fit we see on models fails to match the picture staring back at us in the mirror.

With the products unable to provide a perfect fit for even the models, Buckley knew something needed to change—namely, the consumer obsession with size. “When you go shopping with your friends, you could be the same size, but that doesn’t mean the jeans will fit you in the same way. That’s why Fitcode focuses not on size, but on the fit.” The burgeoning company, about two years old, connects real users with real products that should provide the best fit based on body shapes, not size.