The Top 10 Brands With Average, Consistent Sizing

The brands with the most average, consistent sizing in the UK are Next, Uniqlo, Boden, Seasalt Cornwall, Fat Face, Jigsaw, Mint Velvet, Whistles, Hobbs and Max Mara. These labels cut to a genuine UK block, keep that block stable season after season, and don't quietly shrink their size 12 when a trend changes. If you buy your usual size from any of them online, you'll be right far more often than you're wrong — and that is the whole point.

What "consistent sizing" actually means

It isn't about being generous or mean. It's about predictability. A consistent brand does three things:

Uses one fit block across most of its range, so a 12 in a shirt matches a 12 in a dress.
Holds that block for years, rather than redrawing it every couple of seasons.
Publishes body measurements (bust, waist, hip) instead of vague "relaxed" or "slim" labels.

Note that "average" and "true to size" aren't the same thing either. Cos is beautifully consistent, but it is consistently oversized — which is fine, because you can plan for it. Inconsistent brands are the ones that cost you money in returns.

The high street: where consistency is easiest to find

Next — the benchmark. Enormous range, one dependable block, and clear measurements on nearly every product page. If you're rebuilding a wardrobe of basics online, start here.
Uniqlo — Japanese block sizing done properly. A medium is a medium in every category, and the fit hasn't drifted in a decade.
Boden — consistent and slightly roomy through the waist. Their dresses and shirts fit the same person, which is rarer than it sounds.
Seasalt Cornwall — one of the most reliable on the high street, particularly for tops and knitwear. A 14 is a 14, every time.
Fat Face — relaxed but stable. Good for jersey, linen and anything you want to wear without thinking.
Jigsaw — a slightly narrower cut than Next, but rigorously consistent across trousers, blazers and dresses.
Cos — consistently oversized. Order your usual size for a deliberate volume, or size down for a normal fit. Either way, you know what's coming.
M&S — worth a mention with a caveat. The core lines are dependable; the trend-led sub-brands wander. Stick to the classics and it behaves.

Premium: pay more, guess less

Mint Velvet — soft, forgiving, and remarkably steady across seasons. My go-to recommendation for clients who hate returns.
Whistles — a clean, contemporary block that matches almost exactly to Reiss, so you can shop both with one size in your head.
Hobbs — true to size in both tailoring and casualwear, which almost no one manages. Their size 10 tailoring is a genuine 10.
Me&Em — designed around a real body block with tall and petite options, and the fit rarely moves. Expensive, but the return rate is low for a reason.
Baukjen — quietly excellent for workwear, with honest measurements and a stable cut.

Luxury: the most consistent of all

Max Mara — the gold standard. The block has barely shifted in decades, which is why women buy coats from them unseen.
Toteme — Scandinavian minimalism with disciplined, repeatable sizing. Oversized by design, but reliably so.
Joseph — sharp, narrow, and utterly predictable in trousers and knitwear.

Two independents worth knowing

Kettlewell Colours — a small Cornish label built on colour analysis. Simple shapes, one honest block, and sizing that genuinely doesn't move. Perfect for building a capsule of layering pieces.
Lucy & Yak — the Brighton independent best known for dungarees. Every product page lists garment measurements alongside body measurements, and the fit is the same across the range.

A quick confession

I once ordered the same navy blazer in three sizes from a brand I won't name, because I'd been an 8, a 10 and a 12 there in the space of one year. Two went back. That's a wasted afternoon and a delivery driver who deserved better. The following week I bought a Max Mara coat online, in my usual size, without a moment's hesitation — and wore it that evening. Same shopper, same body, wildly different experience. Consistency isn't a luxury; it's the thing that makes shopping enjoyable again.

How to spot a consistent brand yourself

Check whether the size guide lists body measurements in centimetres. Vague descriptions mean a vague block.
Read reviews on two different categories — a dress and a pair of trousers. If the sizing complaints contradict each other, the block isn't stable.
Be wary of retailers with many in-house sub-brands. More design teams almost always means more fit blocks.
If a brand's fit works for you, buy in depth. Loyalty to a good block saves more time than any styling tip I can give you.

How Tellar Works

Even the most consistent brand still has its own idea of a size 12 — which is exactly the problem Tellar solves. It's the UK's leading sizing tool: your body, matched exactly to over 1,500 brands, instantly. You never need to look at a size guide again.

Measure once — use your bust, waist and hip, or simply enter a brand size you already own.
Use the Store Size Lookup tool to get your precise size in any brand — Cos, Reiss, Everlane, Arket and more.
Always free, with no downloads. It works straight in your browser.

There's also the Tellar Fashion Hub: a library stacked with free posts from our top stylists. Honest, unbiased, independent and always free — style advice, top picks and best brands.

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