Universal Standard

Universal Standard was founded after Alexandra Waldman struggled to find fashionable clothing in her size while shopping with friend and co-founder Polina Veksler. Frustrated by the industry’s limited offerings, the pair created a brand where size inclusivity would be the standard rather than a special collection. When the company launched in 2015, it disrupted the fashion industry by debuting with a full size range instead of expanding later into plus sizes. The brand offers elevated wardrobe essentials including denim, dresses, knitwear, outerwear, workwear, activewear, and loungewear. Universal Standard is known for premium fabrics, modern tailoring, and technical innovation, with extensive fit testing conducted across multiple body types to ensure consistency throughout its entire size range. Universal Standard has also challenged traditional retail practices through initiatives such as its Fit Liberty program, which allows customers to exchange eligible garments for a different size within one year if their size changes. The company has collaborated with brands including Rodarte, Adidas, and J.Crew while continuing to advocate for industry-wide size inclusivity. Today, Universal Standard is recognized as one of the most influential size-inclusive fashion brands in the world. Its commitment to designing every style for every body, rather than treating extended sizing as an afterthought, has helped reshape industry expectations around inclusive fashion.