Fashion Freedom

Our Letter

Dear You,

Universal Standard started with the two of us, but we actually wanted to do it for all of us. We lived in a world in which access was limited. We couldn’t shop together; one of us could hardly shop at all. It felt unfair, but moreover, it made no sense. If 67% of women in the U.S. wear a size 14 or above, why were their options so dismal? It was clear that all women weren’t given the same level of style, quality, or even respect.

We asked ourselves the whys, and then we asked ourselves the hows. How can we participate in the change we wanted to see? How can we bring all women together in a way that no one ever has before? We wanted a size 40 to shop in the same way as a size 00 – using style as her only filter, and we wanted to be the ones to make that happen. Our goals were lofty; some may say idealistic, some may even say impossible. But we’d have to disagree.

When we finally decided to take the plunge – leave our jobs, uproot our lives – we promised each other we wouldn’t go back on our goal to break down existing barriers and give all women Fashion Freedom. We put “Universal Standard” on a whiteboard and have worked to define that ever since.

We thought about how a number on a label had so much influence on our lives and triggered internal bullies that told us we’re not worth it, so we took size out of the equation with Fit Liberty and let you shop without anxiety, fear, or regret. We decided that we wouldn’t compromise on quality, that our obsession with fit was justified, and that modern essentials would be our style uniform. We wanted to innovate, to push ourselves, and set new standards.

We’re not done – not even close – and we promise we won’t stop until we bring fashion for all women up to a Universal Standard.

Polina & Alex

Our Journey

Our Journey

It all began on the furniture floor of a department store. Among the pots and pans, last year’s bikinis, and a sea of flammable polyester frocks, a shopping trip between two friends proved to be more enlightening than fruitful, and underscored the problem, which ultimately led to the solution. Those two friends became two cofounders. The rest…

  • 2015

    Took our first trip to Peru and got a factory to take a chance on US

    Launched our first 8-piece collection (it sold out in 6 days)

  • 2016

    Launched our second collection and committed to making elevated essentials our style uniform

    Opened the NYC showroom

    Decided to give you weekly drops over seasonal collections, so you can shop for what you want, when you want it

    Saw the first sign that we were on to something special with a 1,700-person denim waitlist

  • 2017

    Collaborated with three top models on a 3-piece Tria collection

    Revolutionized the shopping experience forever with Fit Liberty

    Released a 3-piece collection with actress Danielle Brooks

    Embarked on a 12-city pop-up tour and model search across the U.S.

  • 2018

    Were named one of Fast Company’s Most Innovative Companies for Style

    Introduced FASHION FREEDOM with sizes 6 - 32

    Took the guesswork out of online shopping with See It In Your Size

    Opened the Seattle showroom

    Expanded the collection to include key categories like activewear and workwear

    Partnered with J.Crew on a fit-focused collaboration to extend our mission across the industry

    Donated over 10,000 pounds of clothes to organizations empowering women to return to the workforce

    Released a perfectly proportioned collection for petites

    Opened our downtown NYC doors in the heart of Soho

    Took a major leap to realize our vision with FOUNDATION - our first collection in our full size range: 00-40

  • 2019

    Collaborated with Rodarte on a high-fashion collaboration for all of US, as we are

    Helped customers make even more informed purchasing decisions with See It In Your Size 2.0

    Became the world’s most inclusive brand with every product in the collection available in 00-40

    Committed to empowering the fashion industry to do the same

Our Journey

Our Values

When Universal Standard was just an idea, we spoke about the change we wanted to be – not just the brand we wanted to build.


Erasing the line between "us" and "them" by levelling the fashion field and creating unprecedented access for all of US, as we are, was our goal from the start. We wanted to change everything. We wanted to break barriers. We wanted to unite the divided. Today we’re the world’s most inclusive fashion brand.

Read Our Mission


Premium Peruvian cotton. Luxe Italian Merino wool. Sumptuous French satin-back crepe. Not to brag, but our fabrics are pretty outstanding and our sourcing... is second to none. We look for the best of the best, so you get the best of the best - pieces that last wear after wear, wash after wash, season after season. We’re setting the quality standard.

Shop Best Sellers


We don’t fit. We engineer. Our team is obsessed with the cut of a crew, the drape of a dress, the slit of a skirt. Which is why every piece is fit, refit, and fit again on every size - no formulas, just fit models. That means you’ll be wearing your clothes (instead of the other way around), and maybe even forget your wearing anything at all. That’s FASHION FREEDOM.

Shop New

Fit Liberty

Size can change - it happens all the time - but fit shouldn’t have to. We want you to shop for the woman in the mirror, not the number on the label, and we promise that if your size shifts (up or down) we’ll replace your clothes for free. Any piece in our Fit Liberty collection is automatically eligible for a 1-year size swap, so buy today and never worry tomorrow.

Shop Fit LIberty

Do Good,
Give Back

To US, giving back doesn’t really feel like something extraordinary. It’s inherent to who we are and a vital component of our DNA. From our annual Denim Drive with Blue Jeans Go Green recycling program, to our ongoing work with organizations like Dress for Success and First Step via Fit Liberty that support women returning to the workforce, we feel that shopping well also means doing good.

Explore Fit LIberty


At the heart of what we do, is you. Our goal is to consistently elevate – and ultimately exceed - your expectations. It’s why we like to surprise and delight, why we give you weekly drops over seasonal collections (so you can have what you want, when you want it), why we don’t just look out for your reach-outs, we look forward to them. No request is too small, or favor too great. We’re here to make you happy. Seriously, try US.

Contact US

Our Journey

Our Promise

We’re committing to create the change we want to see in the world, so that access for all doesn’t end with US. We will work to empower the industry to embrace inclusion. We will work to build the future with partners who see it like we do. We will be the catalysts that spark the next fashion revolution.