Elie Robinson, Under 5’10’s founder, was inspired to make properly fitting clothing for men who are under 5’10 – the average American male height – after being a frustrated 5’7 male shopper for many years.

“I was encouraged to learn that there are 32 million men in the U.S. who are under 5’8,” Robinson said. “That felt like a large enough audience to justify getting into this space.”

Founded in May 2018, Under 5’10 makes shirts, joggers, shorts – and much more – specifically designed for shorter men.

“We carry inseam lengths in 25, 26, 27, and 28 inches, and our shirts come with shorter sleeves and lengths that fit short men properly.”

Today, Under 5’10 has found significant success with a 300% growth rate year-over-year.

We sat down with Chayim Cohen, product manager, to discuss how Loop supports their scaling Shopify brand.

The following is a transcript of an interview by Kristi Meyer, Loop’s customer marketing manager, and JP Arnaud-Marquez, Loop’s principal content marketing manager. Some of the questions have been edited for brevity and clarity.

Tell us a bit about your business. Why was it started and what’s your mission?

Simply put, it’s hard to find clothes that fit people under 5’10.

There’s big and tall stores out there, but not everyone who is big is tall, nor vice versa; and the shorter equivalent did not exist.

That’s how Under 5’10 was founded, under the same frustration, but with the inspiration to create a solution.

I’m 5’4, so I have lived with this frustration – the difficulty, or impossibility, of finding properly fitting clothes and the shelling out of additional money for alterations. We know that clothing can be used to express yourself, and large, uncomfortable clothing does not empower you in the same way properly fitting clothes do.

Originally, we started with one retail location in Long Island, New York, then expanded to Brooklyn before finding ourselves focusing more on our Shopify store after the Covid-19 pandemic.

Regardless, we’re still focused on one thing: making properly fitting clothes at great prices for men under 5’10.

How has your business evolved after joining Loop?

Our previous returns solution was too rigid, and didn’t allow for the kind of flexibility that we were looking for.

For example, if a customer decided to return an item for a refund, we couldn’t capture granular information about the ‘return reason,’ meaning we were left guessing as to whether a product’s sizing guide was inaccurate or if there was a manufacturing error at play.

Another frustration was the inability to customize our exchange rules; if a customer desired an exchange, there was no way to guarantee that the item they chose was available.

These problems are no more – our returns process is now an extension of our mission thanks to Loop.

We believe shorter men deserve the opportunity to feel confident in properly fitting, fairly priced clothing, and part of that journey includes trying-on clothes before committing. Not only can we offer free returns and exchanges, but we’ve seen a marked difference in our business: lower refund rates and higher upsell value per exchange – meaning we’re retaining more revenue while keeping our customers happier.

Want to learn more about how Loop can help your brand? Contact us for a demo.