Why Shoe Sizes Are Not the Same Between Brands
Have you ever worn one size in one brand and a completely different size in another? You're not imagining it. Shoe sizes are not standardized perfectly across every footwear brand, which means the same numerical size can fit differently from one shoe to another.
This is especially important when shopping online. A shoe labeled with your usual size isn't necessarily going to fit exactly like another shoe with the same size printed inside.
Understanding why shoe sizes vary by brand can help you choose footwear more confidently and avoid assuming that your size is always the same.
Why Do Shoe Sizes Vary by Brand?
The biggest reason shoe sizes vary between brands is that footwear manufacturers don't all build their shoes around exactly the same shapes or sizing systems.
A shoe's fit can be influenced by:
- The shape of the shoe's last
- The length and width of the shoe
- The shape of the toe box
- The internal volume of the shoe
- The materials used
- The construction of the shoe
- The intended use of the footwear
- The brand's sizing system
As a result, two shoes marked with the same size can have noticeably different fits.
What Is a Shoe Last?
One of the most important concepts for understanding shoe fit is the last.
A last is the form around which a shoe is constructed. It helps determine the overall shape and dimensions of the finished shoe, including characteristics such as the toe shape, width, instep, and heel area.
Different brands may use different lasts, and a single brand may use several different lasts across its product line.
This means that even two shoes from the same manufacturer can fit differently if they are built around different shapes.
Why Your Usual Shoe Size May Not Always Fit
Your usual shoe size is useful as a starting point, but it shouldn't be treated as a guarantee.
For example, you might normally wear a particular US size in one brand but need a different size in another brand. This can happen because the shoes have different proportions or use different sizing conventions.
It's also possible for two styles from the same brand to feel different even when they carry the same size.
That's why it's better to think of your shoe size as a starting point rather than an absolute measurement.
US Shoe Sizes vs. European Shoe Sizes
Another reason shoe sizing can be confusing is that different brands use different sizing systems.
US footwear commonly uses numerical sizes that are different from European sizing. European footwear generally uses a numerical system based on a different measurement convention.
As a result, there isn't always a simple one-to-one conversion between a US size and a European size.
A conversion chart can provide a useful starting point, but the manufacturer's own sizing information should take priority when available.
This is particularly important when shopping for European footwear brands such as Dansko, NAOT, and Alegria.
Why European Shoe Sizes Can Be Confusing
European sizes can make online shoe shopping particularly confusing for shoppers who are accustomed to US sizing.
A European size such as 37, 38, or 39 doesn't directly correspond to one universal US size across every brand.
Different manufacturers can have different recommendations for converting their European sizes to US sizes.
For that reason, don't assume that a European size conversion chart from one brand will automatically apply to another brand.
When shopping for European footwear, always check the specific brand's sizing guide.
Why the Same Size Can Feel Different in Different Shoes
Even when two shoes have the same stated size, several design characteristics can make them feel different.
Toe Box Shape
A shoe with a rounded toe box may feel much roomier than a shoe with a tapered toe box, even if both shoes have the same listed size.
Width
Two shoes can have similar lengths but different widths. One may feel comfortable around the ball of your foot while another feels too narrow.
Heel Shape
The shape and construction around the heel can affect how securely your foot sits inside the shoe.
Instep and Internal Volume
The amount of space over the top of your foot can also vary. Someone with a higher-volume foot may find one shoe comfortable while another feels restrictive.
Materials
Leather, synthetic materials, mesh, textiles, and other materials can behave differently as you wear them. Some may soften or conform to the foot more readily than others.
Does Shoe Size Actually Measure Your Foot?
Not exactly.
Your foot can be measured in inches or centimeters, but the numerical shoe size printed inside a shoe is part of a particular sizing system.
That means your foot measurement doesn't always translate into one universal shoe size.
This is why measuring your feet is useful, but it should be followed by checking the sizing guide for the specific brand and style you're purchasing.
If you haven't measured your feet recently, see our How to Measure Your Feet at Home guide for a step-by-step process.
Should You Always Buy the Same Shoe Size?
No. Your previous shoe size can be a helpful reference, but it shouldn't be the only factor you use when purchasing a new pair.
If you're switching brands, switching styles, or purchasing a shoe with a different construction, check the applicable sizing information before ordering.
It's also important to consider how the shoe should fit rather than simply trying to match the number you normally wear.
Our Shoe Fitting Guide explains how to evaluate length, width, toe-box space, heel security, and overall comfort.
Brand Sizing Guides Matter
When available, the manufacturer's sizing guide is one of the most useful resources when purchasing footwear online.
A brand-specific guide can account for the way that particular manufacturer sizes and constructs its shoes.
This is particularly useful when shopping brands with distinctive sizing systems or construction.
At Shoe Lodge, we recommend checking the applicable Brand Sizing Guide before ordering whenever you're unfamiliar with a particular brand.
Examples: Dansko, NAOT, and Alegria
Dansko, NAOT, and Alegria are good examples of why shoppers should pay attention to brand-specific sizing information.
These brands may use sizing conventions and footwear constructions that differ from the traditional US sizing shoppers are accustomed to.
Rather than assuming that your usual US size will automatically translate to the same size in every style, compare your measurements with the applicable brand sizing information.
For some styles, the manufacturer's recommended conversion between European and US sizing may also differ from a generic conversion chart.
That is why Shoe Lodge's brand-specific sizing information should be used whenever it is available.
What Should You Do If You're Between Sizes?
If your measurements fall between sizes, don't automatically choose the larger or smaller size without considering the shoe itself.
Look at the manufacturer's sizing recommendations and consider the construction of the shoe.
A roomier shoe may accommodate a slightly larger foot differently than a more structured or narrow shoe.
The type of footwear also matters. A sandal with adjustable straps may offer more flexibility in fit than a closed shoe, while a structured clog may fit differently from a flexible walking sneaker.
How to Choose the Right Size When Shopping Online
When purchasing shoes online, use the following process:
- Measure both feet. Record the length and width of each foot.
- Use your larger foot as your reference. Feet aren't always exactly the same size.
- Check the brand's sizing guide. Don't rely solely on a generic conversion chart.
- Look at the individual style. Different shoes from the same brand can fit differently.
- Review the product information. Look for notes about fit, width, materials, and construction.
- Consider how you'll wear the shoe. Socks, orthotics, and extended wear can affect the fit you need.
- Evaluate the fit when the shoes arrive. Walk around indoors and make sure your toes, heel, and the widest part of your foot feel comfortable.
Why Your Shoe Size Can Change Over Time
Even your own shoe size isn't necessarily fixed forever.
Your feet can change over time due to normal changes in foot structure, body weight, activity levels, and other factors. It's also possible for your feet to become slightly different sizes from one another.
That's another reason it's useful to measure your feet periodically rather than assuming that a size you wore years ago will always be the right starting point.
The Most Important Thing Is How the Shoe Fits
The number printed inside a shoe is only one piece of information.
A properly fitting shoe should provide enough room for your toes, feel secure around the heel, accommodate the width of your foot, and remain comfortable as you walk.
If a shoe is uncomfortable despite being your "normal" size, the problem may not be the number itself. The shoe's shape or construction may simply not match your foot.
That's why proper shoe fitting is more important than trying to force every pair of shoes into the same size category.
Find the Right Fit at Shoe Lodge
At Shoe Lodge, we carry footwear from brands with different sizing systems, construction methods, and fit characteristics, including Dansko, NAOT, Alegria, and others.
When shopping our footwear collections, use the available brand sizing information as a starting point and compare it with your own foot measurements.
For additional help, read our How to Measure Your Feet at Home guide and our Complete Shoe-Fitting Guide.
Your usual shoe size is a starting point—not a guarantee. The goal is to find the size and shape that fit your feet comfortably.