Universal Standard

Universal Standard
TypePrivate
IndustryFashion, Retail
Founded2015
FoundersAlexandra Waldman
Polina Veksler
Headquarters
New York City
,
United States
Key people
Polina Veksler (CEO)
ProductsApparel
Websitewww.universalstandard.com

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

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

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

  1. ^ Fredette, Meagan. "Universal Standard Will Now Carry All of Its Clothing in Sizes 00-40". Teen Vogue. Retrieved 2026-05-12.
  2. ^ Segran, Elizabeth. "How Universal Standard designed its chic new swimwear for sizes 00–40". Fast Company. Retrieved 25 June 2026.
  3. ^ Howland, Daphne. "Trailblazer of the Year: Universal Standard | Retail Dive". www.retaildive.com. Retrieved 25 June 2026.
  4. ^ Segran, Elizabeth. "This startup may have just solved the biggest problem in plus-size fashion". Fast Company. Retrieved 25 June 2026.
  5. ^ Segran, Elizabeth. "We've lost an icon of the size inclusivity movement". fastcompany.com. Retrieved 25 June 2026.
  6. ^ "Polina Veksler & Alex Waldman | BoF 500 | The People Shaping the Global Fashion Industry". The Business of Fashion. Retrieved 25 June 2026.
  7. ^ O'Connor, Tamison. "Gwyneth Paltrow and Natalie Massenet Invest in Size-Inclusive Brand Universal Standard". The Business of Fashion. Retrieved 25 June 2026.
  8. ^ George-Parkin, Hilary (2019-08-28). "Shoppers Want More Plus-Size Fashion Brands. But There's an Unspoken Hurdle". Glamour. Retrieved 2026-06-25.
  9. ^ Feitelberg, Rosemary (2018-07-27). "Universal Standard Tests Same-Day Delivery With AC Survival Collection". WWD. Retrieved 2026-06-25.
  10. ^ Okwodu, Janelle. "Universal Standard's New SoHo Store is the Most Size Inclusive Ever". Vogue. Retrieved 25 June 2026.
  11. ^ Moin, David (2023-03-17). "A By-Appointment Showroom for All Sizes". WWD. Retrieved 2026-06-25.
  12. ^ a b Howland, Daphne. "Trailblazer of the Year: Universal Standard | Retail Dive". www.retaildive.com. Retrieved 2026-06-25.
  13. ^ Chen, Cathaleen (2023-04-13). "Universal Standard Acquires Plus-Size Workwear Brand Henning". The Business of Fashion. Retrieved 2026-06-25.
  14. ^ Waldow, Julia. "Universal Standard hits the pool with first swimwear collection". Modern Retail. Retrieved 25 June 2026.
  15. ^ Pile, Tatiana. "Prioritizing design and fit is Universal Standard's secret to profitability". Glossy. Retrieved 25 June 2026.
  16. ^ Segran, Elizabeth. "Universal Standard revolutionized plus-size fashion—now it wants to end it". Fast Company. Retrieved 25 June 2026.
  17. ^ Peoples, Lindsay (2017-05-12). "This Company Has Solved the Weight-Fluctuation Issue With Clothing". The Cut. Retrieved 2026-06-25.
  18. ^ Waldow, Julia. "Why Universal Standard is expanding its size exchange program". Modern Retail. Retrieved 25 June 2026.
  19. ^ Shoaib, Maliha. "Universal Standard Launches Exchange Programme to Solve for Size Fluctuation". Vogue. Retrieved 25 June 2026.
  20. ^ Kinonen, Sarah. "This Fashion Brand Will Let You SWAP Sizes for New Clothes if You Lose or Gain Weight". Allure. Retrieved 25 June 2026.
  21. ^ Ruben, Howard. "Universal Standard lands in Nordstrom | Retail Dive". www.retaildive.com. Retrieved 2026-06-25.
  22. ^ Yotka, Steff. "Rodarte and Universal Standard Are Collaborating". Vogue. Retrieved 25 June 2026.

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