diff --git a/README.md b/README.md
index 46ee359..98c40e7 100644
--- a/README.md
+++ b/README.md
@@ -70,6 +70,37 @@ m(12).inches;
 m(12, inch);
 ```
 
+##### Implicit conversion
+
+Measurements created with `m` can also be implicitly converted.
+
+###### `m(number, unit).as(unit)`
+
+```js
+const foot = createUnit('foot', {
+  convert: {
+    from: [inch, conversion.divideBy(12)],
+  },
+});
+const fourFeet = m`48 inches`.as(foot);
+fourFeet.value === 4;
+fourFeet.unit === foot;
+```
+
+###### `m(number, unit).in.<alias>`
+
+```js
+createUnit('foot', {
+  alias: 'feet',
+  convert: {
+    from: [inch, conversion.divideBy(12)],
+  },
+});
+const fourFeet = m`48 inches`.in.feet;
+fourFeet.value === 4;
+fourFeet.unit === foot;
+```
+
 #### `convert(measurement, unit)`
 
 Given a `Measurement` and a `Unit`, `convert(measurement, unit)` will attempt to convert that measurement to the given unit. (see `UnitSystem#convert()` for details)
diff --git a/src/UnitSystem/UnitSystem.js b/src/UnitSystem/UnitSystem.js
index fdb0b02..0316b62 100644
--- a/src/UnitSystem/UnitSystem.js
+++ b/src/UnitSystem/UnitSystem.js
@@ -1,4 +1,5 @@
 const { add, subtract, multiply, divide } = require('../math');
+const createAliasedMeasurementProxy = require('../createAliasedMeasurementProxy');
 const Measurement = require('../Measurement');
 const Unit = require('../Unit');
 const Aliases = require('./Aliases');
@@ -10,6 +11,18 @@ class UnitSystem {
     this._aliases = new Aliases();
     this._converters = new Converters();
 
+    const system = this;
+    this.SystemMeasurement = class SystemMeasurement extends Measurement {
+      get in() {
+        return createAliasedMeasurementProxy(system, unit =>
+          system.convert(this, unit)
+        );
+      }
+      as(unit) {
+        return system.convert(this, unit);
+      }
+    };
+
     this.registerAll(units);
   }
 
@@ -102,7 +115,8 @@ class UnitSystem {
         }`
       );
     }
-    return new Measurement(convert(measurement.value), endUnit);
+    const { SystemMeasurement } = this;
+    return new SystemMeasurement(convert(measurement.value), endUnit);
   }
 
   _normalizeUnits(measurements) {
diff --git a/src/createAliasedMeasurementProxy.js b/src/createAliasedMeasurementProxy.js
new file mode 100644
index 0000000..3279b5b
--- /dev/null
+++ b/src/createAliasedMeasurementProxy.js
@@ -0,0 +1,21 @@
+// Returns a proxy object. Any alias in the given unit system
+// is a valid property, and getting one of those properties
+// will return the result of calling `getValueForUnit` with
+// the corresponding unit for that alias.
+//
+// For example:
+//   const obj = createAliasedMeasurementProxy(
+//       system,
+//       unit => `${unit.name.toUpperCase()}!!`
+//   );
+//   obj.ft // -> "FOOT!!", if "ft" was registered as an alias
+//                          for `new Unit("foot")`
+function createAliasedMeasurementProxy(system, getValueForUnit) {
+  return new Proxy(Object.create(null), {
+    get(target, alias) {
+      const unit = system.getUnitForAlias(alias);
+      return getValueForUnit(unit);
+    },
+  });
+}
+module.exports = createAliasedMeasurementProxy;
diff --git a/src/createMeasurement.js b/src/createMeasurement.js
index 94205c2..b0b1053 100644
--- a/src/createMeasurement.js
+++ b/src/createMeasurement.js
@@ -1,15 +1,8 @@
+const createAliasedMeasurementProxy = require('./createAliasedMeasurementProxy');
 const Unit = require('./Unit');
-const Measurement = require('./Measurement');
 
 function createMeasurement(system) {
-  function createAliasLookupObject(value) {
-    return new Proxy(Object.create(null), {
-      get(target, alias) {
-        const unit = system.getUnitForAlias(alias);
-        return new Measurement(value, unit);
-      },
-    });
-  }
+  const { SystemMeasurement } = system;
 
   return function m(value, unit) {
     if (Array.isArray(value)) {
@@ -20,9 +13,12 @@ function createMeasurement(system) {
     }
 
     if (!(unit instanceof Unit)) {
-      return createAliasLookupObject(value);
+      return createAliasedMeasurementProxy(
+        system,
+        unit => new SystemMeasurement(value, unit)
+      );
     }
-    return new Measurement(value, unit);
+    return new SystemMeasurement(value, unit);
   };
 }
 
diff --git a/src/createMeasurement.test.js b/src/createMeasurement.test.js
index 056fdc5..3f40c6f 100644
--- a/src/createMeasurement.test.js
+++ b/src/createMeasurement.test.js
@@ -1,6 +1,7 @@
 const Unit = require('./Unit');
 const Measurement = require('./Measurement');
 const UnitSystem = require('./UnitSystem');
+const { divideBy } = require('./conversion');
 const createMeasurement = require('./createMeasurement');
 
 describe(createMeasurement, () => {
@@ -35,4 +36,35 @@ describe(createMeasurement, () => {
   it('can be called as a tagged template with an inline unit', () => {
     expect(m`12 ${inch}`).toEqual(new Measurement(12, inch));
   });
+
+  it('can convert a measurement to a different unit using an alias', () => {
+    system.register(inch, { alias: 'inches' });
+    const foot = new Unit('foot');
+    system.register(foot, {
+      alias: 'feet',
+      convert: { from: [inch, divideBy(12)] },
+    });
+    expect(m`48 inches`.in.feet).toEqual(new Measurement(4, foot));
+  });
+
+  it('can convert a measurement by passing in the desired unit', () => {
+    system.register(inch, { alias: 'inches' });
+    const foot = new Unit('foot');
+    system.register(foot, {
+      convert: { from: [inch, divideBy(12)] },
+    });
+    expect(m`60 inches`.as(foot)).toEqual(new Measurement(5, foot));
+  });
+
+  it('can repeatedly implicitly convert', () => {
+    system.register(inch, { alias: 'inches' });
+    const foot = new Unit('foot');
+    system.register(foot, {
+      alias: 'feet',
+      convert: { from: [inch, divideBy(12)] },
+    });
+    expect(m`60 inches`.as(foot).in.inches.in.feet).toEqual(
+      new Measurement(5, foot)
+    );
+  });
 });