Two North Texas companies have collaborated to address an everyday issue — not knowing one’s size when buying retail clothing.

The Fit Freedom app from SevenTablets and Rebel Athletic uses a smartphone camera to determine body measurements, so that consumers know what size to buy.

Karen Aldridge and Gordon Steinecke of Rebel Athletic [Photo: Rebel Athletic]

The app also integrates with platforms such as Salesforce so that measurements for both individuals and larger groups can be easily uploaded. The initial release of the app features recognition and machine learning that takes into account measurements such as hip to leg width rations and shoulder to wrist length.

“Utilizing a complex algorithm, we are completely solving traditional, recurring issues that face every clothing sales business with technology that measures more accurately than a real-life tailor,” said Karen Noseff Aldrige, founder and president of Rebel Athletic, in a statement.

The app was originally designed for large groups that require custom fitted clothing such as sports teams or employees. Rebel Athletic’s sales team is already making use of the app scanning and finding measurements for competitive cheerleaders and dancers. It helps them find sizes for custom-sized team uniforms, practice clothing, warmup clothing, and more.

In addition to improving customer satisfaction with their purchases, it also reduces the cost of returns for companies because users are getting clothes that fit them perfectly every time, whether buying in person or online.

“Fit Freedom solves a business problem that the world’s largest retailers have been trying to address for decades… How to reduce the volume of returns along with increase customer satisfaction,” said Shane Long, president of SevenTablets, in a statement.