// Workers AI · dad joke modeWhat did the Universal Standard say? I'm a measure above.
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| Type | Private |
|---|---|
| Industry | Fashion, Retail |
| Founded | 2015 |
| Founders | Alexandra Waldman Polina Veksler |
| Headquarters | , |
Key people | Polina Veksler (CEO) |
| Products | Apparel |
| Website | www |
Universal Standard (founded in 2015) is an American clothing retailer and fashion brand. It produces apparel ranging from size 00 to 40.[1][2]
History
[edit]Universal Standard was established in 2015 by Polina Veksler and the late Alexandra Waldman.[3][4] The company was founded after Waldman and Veksler identified the limited availability of well-made women’s clothing in larger sizes. Before co-founding Universal Standard, Waldman worked as a journalist and marketing executive. She died of cancer on September 8, 2023.[5][6]
In 2018, Universal Standard raised a $7 million Series A funding round from investors including Imaginary Ventures (Massenet's fund), Gwyneth Paltrow, Matches Fashion founders Tom and Ruth Chapman, and others.[7][8][9]
The company initially began as an online-only retailer. It later expanded into physical retail and operated a store in SoHo.[10] In 2019, it opened by-appointment showrooms in New York, Chicago, Seattle, Houston, and Portland, which were later closed during the COVID-19 pandemic.[11] The same year, the company was recognized as "Trailblazer of the Year" by Retail Dive for its approach to size inclusivity in fashion.[12] In 2023, Universal Standard acquired Henning, a plus-size luxury workwear brand founded by Lauren Chan.[13]
Operations and approach
[edit]Universal Standard designs and sells women’s clothing, including jeans, basics, dresses, activewear and outerwear.[14] The company offers a range of sizes and incorporates customer feedback and data analysis into its product development.[15][16] Its fitting process, which it refers to as "micrograding", involves adjusting garments across individual sizes rather than grading from a single sample size.[17]
The company also operates Fit Liberty, an exchange program that allows customers to exchange eligible items for a different size within a specified period.[18][19][20]
In 2025, it began selling through 20 Nordstrom stores and Nordstrom’s website, and also had wholesale arrangements with Anthropologie, Macy’s, and Nuuly.[21] Previously, Universal Standard collaborated with Danielle Brooks and brands such as Adidas, J.Crew, Goop, and Rodarte.[22][12]
References
[edit]- ↑ Fredette, Meagan. "Universal Standard Will Now Carry All of Its Clothing in Sizes 00-40". Teen Vogue. Retrieved 2026-05-12.
- ↑ Segran, Elizabeth. "How Universal Standard designed its chic new swimwear for sizes 00–40". Fast Company. Retrieved 25 June 2026.
- ↑ Howland, Daphne. "Trailblazer of the Year: Universal Standard | Retail Dive". www.retaildive.com. Retrieved 25 June 2026.
- ↑ Segran, Elizabeth. "This startup may have just solved the biggest problem in plus-size fashion". Fast Company. Retrieved 25 June 2026.
- ↑ Segran, Elizabeth. "We've lost an icon of the size inclusivity movement". fastcompany.com. Retrieved 25 June 2026.
- ↑ "Polina Veksler & Alex Waldman | BoF 500 | The People Shaping the Global Fashion Industry". The Business of Fashion. Retrieved 25 June 2026.
- ↑ O'Connor, Tamison. "Gwyneth Paltrow and Natalie Massenet Invest in Size-Inclusive Brand Universal Standard". The Business of Fashion. Retrieved 25 June 2026.
- ↑ George-Parkin, Hilary (2019-08-28). "Shoppers Want More Plus-Size Fashion Brands. But There's an Unspoken Hurdle". Glamour. Retrieved 2026-06-25.
- ↑ Feitelberg, Rosemary (2018-07-27). "Universal Standard Tests Same-Day Delivery With AC Survival Collection". WWD. Retrieved 2026-06-25.
- ↑ Okwodu, Janelle. "Universal Standard's New SoHo Store is the Most Size Inclusive Ever". Vogue. Retrieved 25 June 2026.
- ↑ Moin, David (2023-03-17). "A By-Appointment Showroom for All Sizes". WWD. Retrieved 2026-06-25.
- 1 2 Howland, Daphne. "Trailblazer of the Year: Universal Standard | Retail Dive". www.retaildive.com. Retrieved 2026-06-25.
- ↑ Chen, Cathaleen (2023-04-13). "Universal Standard Acquires Plus-Size Workwear Brand Henning". The Business of Fashion. Retrieved 2026-06-25.
- ↑ Waldow, Julia. "Universal Standard hits the pool with first swimwear collection". Modern Retail. Retrieved 25 June 2026.
- ↑ Pile, Tatiana. "Prioritizing design and fit is Universal Standard's secret to profitability". Glossy. Retrieved 25 June 2026.
- ↑ Segran, Elizabeth. "Universal Standard revolutionized plus-size fashion—now it wants to end it". Fast Company. Retrieved 25 June 2026.
- ↑ Peoples, Lindsay (2017-05-12). "This Company Has Solved the Weight-Fluctuation Issue With Clothing". The Cut. Retrieved 2026-06-25.
- ↑ Waldow, Julia. "Why Universal Standard is expanding its size exchange program". Modern Retail. Retrieved 25 June 2026.
- ↑ Shoaib, Maliha. "Universal Standard Launches Exchange Programme to Solve for Size Fluctuation". Vogue. Retrieved 25 June 2026.
- ↑ Kinonen, Sarah. "This Fashion Brand Will Let You SWAP Sizes for New Clothes if You Lose or Gain Weight". Allure. Retrieved 25 June 2026.
- ↑ Ruben, Howard. "Universal Standard lands in Nordstrom | Retail Dive". www.retaildive.com. Retrieved 2026-06-25.
- ↑ Yotka, Steff. "Rodarte and Universal Standard Are Collaborating". Vogue. Retrieved 25 June 2026.