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At Under 5'10, we make properly fitting clothes at great prices for men under 5'10.

Partners Greg Grinman, Jonathan Glaubach and Founder Elie Robinson.

Why I started a fashion brand for men under 5'10

After being a frustrated 5'7 male shopper for too many years, I had the idea to make high quality, properly fit & competitively priced clothing for men who are under 5'10.

After a day at the mall and trying on hundreds of shirts from 15 different stores, I once again walked out empty handed. All of the shirts I tried on had sleeves that were too long, overall shirt length was way too long & the neck was way too large. One consistency was the overall billowy effect of all the shirts feeling more like a drape than a shirt made for me.

When I got home, I started my research. I quickly learned why I was having such a tough time in this seemingly simple desire to find clothes which fit me properly. The average male height in the US is 5'10. The mass manufacturers are cutting clothing around this average male height to hit the broadest audience possible (I don’t blame them).

I started asking others who are under 5'10 if they were experiencing the same frustration. The answer was absolute, yes. Their solutions were what got me motivated to start this company. They were all either 1) wearing clothes that don’t fit them properly 2) spending a ton on custom clothing or 3) buying off the rack and paying for a tailor to correct the ill-fitting clothes.

I knew I had identified a potential market, but there was still a ton to learn. I was encouraged to learn that there are 32 million men in the US who are under 5'8. 32 Million seems like a large enough audience for me to justify getting into this space. I have run and operated numerous e-commerce companies but did not know the first thing about fabrics, clothing manufacturing, sizing and so much more.

A year later, I am continuing to learn more and more about how to create the best clothes for the shorter man, and all at reasonable prices. There is always room to improve but I can say that I am extremely proud of the products we have developed in such a short period of time. I invite you to give us a shot - we may be the best thing that ever happened to your wardrobe!

-Elie

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