A new initiative to size up the British population was launched in London yesterday with full backing from the government, major high street and home shopping retailers, and some of the country's leading academic institutions. The National Sizing Survey is the first attempt since the 1950s to collect measurement data from 10,000 volunteers - and makes use of 3D body scanners created by [TC]² in the US, and foot scanners provided by the UK's Shoemaster, to compile detailed information about body shapes as well as size. It is also the first time that men have been involved in such an ambitious project.