If you’ve ever stepped into a shoe store and had your feet carefully measured with a metal tool before trying on new shoes, you’ve likely encountered the Brannock Device. While it may seem like a simple piece of equipment, this tool has been a staple in the footwear industry for nearly a century. Yet, many people don’t know the rich history behind this iconic device that has helped millions of people find their perfect shoe size.
In this article, we will uncover the overlooked history of the Brannock Device, explore how it revolutionized shoe fitting, and examine its lasting impact on footwear technology.
The Invention of the Brannock Device: A Game-Changing Idea
Back in 1925, Charles F. Brannock, a 22-year-old working in his father’s shoe store in Syracuse, New York, noticed a problem with how shoes were being sized. At that time, shoe salesmen typically used basic size sticks that only measured the length of the foot. However, Brannock realized that width was just as important as length when determining the right shoe fit.
Driven by this observation, Brannock set out to create a tool that could measure both the length and width of a person’s foot at the same time. The result was the Brannock Device, a simple yet highly effective tool that quickly transformed how shoes were fitted. This new approach ensured that customers were fitted with shoes that accommodated both their foot length and width, leading to greater comfort and fewer foot problems.
How the Brannock Device Works
The design of the Brannock Device is as ingenious as it is simple. It consists of a sturdy metal frame with adjustable sliders to measure foot length, width, and even arch length. Here’s how it works:
- Length Measurement: The customer places their heel against the back of the device. The adjustable toe slider is moved to the tip of the longest toe to measure the exact length of the foot.
- Width Measurement: A width bar on the side of the device is adjusted to determine the width of the foot, accounting for the natural spread that occurs when standing.
- Arch Length: The arch length is measured by adjusting the device to the ball of the foot, ensuring that the shoe’s flex point aligns correctly with the customer’s foot.
This combination of length, width, and arch measurements allows for a more precise and comfortable shoe fit, reducing the risk of common foot issues like blisters, pinching, and long-term discomfort.
A Revolutionary Change for Shoe Fitting
Before the Brannock Device became widespread, many customers ended up wearing shoes that were simply too tight or too loose, causing a range of foot problems. The Brannock Device revolutionized the way shoes were fitted by providing accurate and comprehensive measurements that took all aspects of the foot into account.
One of the most remarkable aspects of this invention was its immediate impact on customer satisfaction. By ensuring that shoes were correctly sized, salespeople could better serve their customers, and retailers saw fewer returns and complaints related to shoe discomfort. It also enabled people with unusually narrow or wide feet to find properly fitting shoes for the first time, something that was previously quite difficult.
Military Applications: The Brannock Device Goes to War
In 1933, the value of the Brannock Device extended beyond the commercial shoe market and into the military. A Navy captain complained that many of his sailors were suffering from foot problems, and a shoe salesman suggested using the Brannock Device to measure the sailors’ feet. The results were astonishing: many of the sailors had been wearing the wrong shoe size for years.
Once fitted with the correct sizes, the sailors’ foot problems significantly decreased. By the time World War II broke out, the U.S. military had adopted the Brannock Device across all branches, including the Army, Navy, and Air Force, ensuring that soldiers wore properly fitted boots—critical for comfort and performance in combat.
The Continued Legacy of the Brannock Device
Despite advancements in technology and the growing popularity of online shopping, the Brannock Device remains a staple in shoe stores worldwide. Since its invention, over one million Brannock Devices have been sold, and they continue to be used in shoe stores, sporting goods stores, and even for specialized fittings like ski boots and other athletic footwear.
The Park-Brannock Shoe Store, where the device was first used, may have closed its doors in 1981, but the Brannock Device Company remains in operation today. They still manufacture foot-measuring devices that meet the high standards set by Charles Brannock nearly a century ago.
In addition to the standard model, the company has developed specialized versions for different types of footwear, ensuring that every customer, whether they’re looking for dress shoes, work boots, or athletic sneakers, can find the perfect fit.
Why Foot Measurement Still Matters in a Digital World
With the rise of online shopping, many people no longer visit brick-and-mortar shoe stores to get fitted for shoes. However, the importance of accurate foot measurements remains as critical as ever. Many customers still struggle with finding the right shoe size when buying online, often ordering multiple sizes and returning ill-fitting pairs.
This is where the legacy of the Brannock Device continues to be relevant. Accurate foot measurements help avoid these common sizing issues, ensuring that customers can confidently order the correct size the first time. Some online retailers have even begun incorporating virtual foot measurement tools, inspired by the principles of the Brannock Device, to help shoppers get more accurate sizing from the comfort of their own homes.
A Timeless Tool in a Modern Age
As footwear continues to evolve, one thing remains constant: the need for shoes that fit well. The Brannock Device may seem like a relic from the past, but its utility and simplicity have stood the test of time. Even in today’s high-tech world, this metal foot-measuring tool remains the gold standard for accurate shoe fitting.
Charles Brannock’s invention continues to serve millions of customers, ensuring that people can walk comfortably in shoes that fit their feet perfectly. Whether you’re in a small-town shoe store or a high-end sporting goods shop, chances are you’ll find a Brannock Device ready to help you find the ideal fit.
An advertising display for the Brannock device emphasized its ability to measure feet properly. Brannock Device Company Records, Archives Center, National Museum of American History
Conclusion: The Enduring Legacy of the Brannock Device
The Brannock Device is more than just a foot-measuring tool—it’s a symbol of innovation and practicality. Since its invention in 1925, it has revolutionized shoe fitting, improved foot health, and become a trusted tool used by shoe stores, military personnel, and athletes around the world. While modern technology continues to advance, the Brannock Device remains a timeless and essential tool that proves sometimes the simplest solutions are the best.
Next time you lace up a perfectly fitting pair of shoes, take a moment to appreciate the brilliance of Charles Brannock’s invention—and the comfort it has provided to countless feet over nearly a century.
