Size? was once a tier 1 streetwear destination — a home for limited drops, hard-to-find apparel lines (like ACG), and a cultural bridge between sneaker elitism and high street accessibility. It was where grailed heat landed before wider releases filtered into JD Sports or Foot Locker.
But the landscape has shifted.
Today’s most culturally influential youth brands — Corteiz, Unknown, Palace, Up in Flames, Supreme, Poser, Cole Buxton, Represent — are all DTC-first. And none of them are showing up at Size?. The old model of launching at Size? before scaling out no longer holds.
The sneaker bubble has softened, trend cycles are shorter, and the retail hierarchy is collapsing. What once sat exclusively at Size? now appears for a few weeks before landing in JD. The line between exclusive and accessible is blurring fast. The cultural consumer doesn’t need a gatekeeper when DTC offers them front-row access.
Size? isn’t disappearing. But in a new fashion economy — where brands are built on TikTok, drops are dictated by Discord, and hype isn’t set on the high street — Size? feels like it’s losing its place.
Let me know what you think or what you’re seeing — and feel free to share this post if you found it interesting.
