Writing on fit, geometry, and what commerce needs from a body once machines start doing the buying.
Every last describes the same smooth, symmetrical foot. Published prevalence data says close to a third of European adults have a structural feature it does not anticipate — and the consequence is not only discomfort. It is shoes that fail early, and get replaced.
Read →Our emissions modelling put a footwear return at 0.33–0.47 kg CO₂e — with click and collect the worst, not the best. But a pair of shoes carries twenty to thirty times that. Which means the whole industry, us included, has been optimising the smaller lever.
Read →What you feel is the gap between your foot and the inside of the shoe — and in e-commerce neither surface is known. On the four kinds of indirect evidence, and why a fit answer without an error bar is not an answer.
Read →A short guide to the agentic commerce stack — MCP, UCP, ACP, AP2 — what each protocol actually does, and the one layer nobody has built.
Read →Every shoe is built around a physical form called a last. It decides the fit — not the number on the box. On grading, on why "runs small" tells you almost nothing, and on the question the industry has been asking wrong for a century.
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