Universal Standard
In 2014, Polina Veksler and Alex Waldman went clothes shopping together at a major department store. Alex's experience was jarring: her options were severely limited and tucked away in one of the store's less-traveled upper levels in the 'plus-size' section. This unnerving realization that women could have such completely different shopping experiences at the same store sparked Polina's curiosity.
Polina dove into research and uncovered a striking gap in the market. About 70% of women in the U.S. wear a size 14 or larger, yet less than 20% of clothing is made in those sizes. Moreover, much of the available double-digit-sized clothing was fast fashion—not particularly well-fitting or built to last. The two friends recognized both a massive market opportunity and a genuine problem to solve.
Polina and Alex founded Universal Standard with a radical vision: a clothing brand where size would be irrelevant. Instead of organizing their business around size categories, they focused on inclusive design from the ground up. Their goal was simple but transformative: create a brand where any woman could shop and ask herself, "do I like this?" rather than "does this come in my size?"
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