If the store does indeed have a "no-returns" policy, then it's on the customer. However, if the store simply won't do the return since the item is "worn", I have issues with this. It sounds like this customer is saying the item is not holding up well and if that is something she can tell after an hour of wear, it sounds like the item is defective. I would think it would be something the company brand should fix rather than the store though.

Of course, they might already have directed him to the manufacture, which is a totally reasonable response for a quality issue, especially in light of their returns policy

They key word is indeed "DEFECTIVE". So many companies have a no-return policy, you have to remember to use that word, and that term exactly:

I invested in a nice pair of shoes for work, and the sole wore entirely through in under 5 days - the shop would not take the return or exchange when I explained what happened, but when I asked to clarify that they won't even exchange "Defective Product", it was like a switch had been flipped. "Something is wrong with these" was not something they would work with - even when they could see the problem in front of them. Synonyms are not your friend. Company policy would not bend for anything other than "DEFECTIVE".