Maison Kitsuné retires Fitle and brings Kleep to every product page

Founded by Gildas Loaëc and Masaya Kuroki, Maison Kitsuné lives deliberately between two capitals, a Paris-Tokyo house that grew from a music label into a fashion brand, and then into a cultural ecosystem spanning collections, Kitsuné Musique and the Café Kitsuné coffee shops. The clothing carries both cities in its seams: French tailoring ease crossed with Japanese precision and playfulness, the fox logo travelling from Palais-Royal to Aoyama and onward to a global community of shoppers who often discovered the brand through a playlist or a flat white before ever buying a shirt. That cross-cultural identity is the brand's magic and its operational signature, Maison Kitsuné sells simultaneously into European, Asian and American markets, each with its own sizing conventions, body-shape distributions and expectations of how a 'medium' should fit. Few brands of its size straddle as many fit cultures at once, by design.

A Paris-Tokyo brand sells to two sizing cultures at once, and in practice to every market between them. A French size grid reads differently to a shopper in Osaka than to one in Los Angeles; cuts that feel precisely tailored in one market read slim in another; and the international customer, often buying cross-border, is left translating conventions on their own. Maison Kitsuné had fit technology in place, Fitle, but the gap wasn't closing: shoppers still hesitated at the size selector, and cross-market fit questions kept landing on customer service, the surest sign that the product page wasn't answering them. For a house whose appeal is effortless cultural fluency, making customers do sizing arithmetic between conventions was a quiet contradiction. The brand needed one fit experience that could absorb the differences between its markets, calibrated to each garment's actual cut, not to any single country's assumptions about it.

Maison Kitsuné gave Kleep the green light in April 2025, retired Fitle, and went live across every product page in March 2026. The deployment is built for a multi-market house: each garment is calibrated individually on its real cut and construction, so the recommendation is anchored in the piece itself rather than in any one market's sizing convention, the Paris cut fits the Tokyo shopper the first time, and vice versa. Shoppers build their measurement profile through Kleep's two-photo body scan or a short questionnaire, and the same profile follows them across the catalogue, with recommendations returned in under 250 milliseconds. The interface is fully white-labelled to Kitsuné's visual codes, sitting as discreetly on the page as the fox sits on a polo. One engine, one experience, every market, the sizing equivalent of the brand's own promise: two cultures, seamlessly one house.