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When the Brannock numbers do not matter

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If you’ve ever been to our store, you’ve probably seen one of these devices. If you are unfamiliar with it, this is a Brannock device. We use this device to measure your foot. We are the only full-service shoe store in town that uses this device to find the correct fit for your feet. This device is the basis of our tested and true 4.5 step fitting process.

Brannock Device

With the Brannock device, we take three measurements;

  1. From the heel to the tip of your longest toe
  2. From the heel to the ball of your foot (this is the most important measurement!)
  3. The width of your foot

The number one rule in shoe fitting is that the widest part of the  foot needs to be in the widest part of the shoe. And it is measurement #2 that gives us a baseline for this size. That’s why it’s the most important measurement we take!

When the numbers do not matter

The measurements we take are not hard and fast numbers. Shoes can run differently and sizes may need to be adjusted. Athletic shoes run a full size short, so we add a size to measurement #2 to get the correct fit. The width we measure does not take into account the circumference (thickness) of your feet. You can measure a medium width, but still need a wide shoe if you have a thicker foot. Some people even have a significant difference in measurements between feet, which means we have to fit for the longer foot for optimal fit. We use fillers to take up space if needed, but we can’t give you more shoe without going up in size.

In conclusion,  the size number on your shoes is nothing more than a series of intricate measurements to provide the best fit for your feet. It is not an indication of your femininity or masculinity. It’s time we break the stigma surrounding shoe size and help others wear properly fitting shoes that provide comfort and relief rather than creating problems like bunions, hammertoes, corns, and fungal infections of the skin and toe nails. Stop by and let us properly measure your feet and fit you with a pair of comfortable, stylish shoes!

The post When the Brannock numbers do not matter appeared first on The Fitted Foot.


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