After buying standard Euro pillows (26" x 26") and being dissatisfied that my Hotel Collection Shams (macy's) looked baggy, I decided to measure the sham from inseam to inseam. 26" x 26". I found these 28"x28" by set and decided to buy it. They arrived in 2 days and filled-out the shams perfectly. As far as I can tell, this is the only way to get a good fit in a store bought standard sham. Since they are cotton fill and not feather or down, I imagine they may loose their shape over time, but that is why they sell for the cotton price, not the down. Overall, very pleased with my purchase and it makes the bed look so much more regal than the previous baggy look of my 26 x 26 euro pillows.