Meet Universal Standard, the most size-inclusive fashion brand in the world

We’re often reminded that the average woman in the UK reportedly wears a size 16, yet most fashion chains on the high street don’t extend beyond this. Now a new American line, Universal Standard, is setting the bar higher than any other, with the most size-inclusive clothing offering in the world.

The brand offers a range of fashion spanning categories like denim, work attire and even active wear in US sizes 00-40 (which equates to UK sizes 4-44).

The  ‘See It In Your Size’ function on its website also allows its online shoppers to select their size and see any item on a body with the same measurements, giving a much more accurate idea of how it will actually look on them if they place an order.

Universal Standard
Universal Standard

It’s not just clever marketing – Universal Standard really backs up its promises, even going as far as to offer a ‘Fit Liberty’ service, a collection which entitles customers who purchase an item to a one-year exchange policy if they should go up on down in size.

Any clothes returned as part of the Fit Liberty scheme are donated to charitable organisations that empower women to achieve economic independence, so there’s no waste – just the opportunity to wear clothes that truly fit your body, even if it changes, and give someone else a fresh start too.

Universal Standard
Universal Standard

Universal Standard founders Polina and Alex say they launched the range because ‘we wanted a size 40 to shop in the same way as a size 00 – using style as her only filter.’

‘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,’ they explain.

Unsurprisingly, their first ever eight-piece collection, which they dropped in 2015, sold out in 6 days.

Universal Standard
Universal Standard

Since then, the label has gone from strength to strength – its denim line racked up a 1,700-person waitlist, and it has partnered with household names like J.Crew, and famous faces like Orange Is The New Black‘s Danielle Brooks.

The only bad news? Universal Standard does not yet ship to the UK or Europe – but we’re hoping that changes very soon.