Universal Standard
United States
Universal Standard is a New York fashion brand founded in 2015 by Polina Veksler and Alexandra Waldman, offering sizes 00 to 40. Wikipedia lists it as private, with Veksler as chief executive, and reports its 2023 acquisition of the plus-size workwear brand Henning. It matters as a leading size-inclusive digital-native label.
| Founded | 2015, New York City |
|---|---|
| Founders | Polina Veksler and Alexandra Waldman |
| CEO | Polina Veksler (Wikipedia) |
| Size range | 00 to 40 |
| Ownership | Private |
| Acquisition | Henning, 2023 |
| Website | universalstandard.com |
What is Universal Standard?
Universal Standard is an American size-inclusive fashion brand based in New York City, offering sizes 00 to 40. It was founded in 2015 by Polina Veksler and Alexandra Waldman. Waldman died of cancer on 8 September 2023. Veksler is named as chief executive, and the company is listed as private.
History
The brand started as an online-only retailer, later opening a SoHo store and by-appointment showrooms. In 2018 it raised a 7 million dollar Series A from investors including Imaginary Ventures, Gwyneth Paltrow, and Tom and Ruth Chapman. In 2023 it acquired Henning, a plus-size luxury workwear brand founded by Lauren Chan. In 2025 it began selling through 20 Nordstrom stores and the Nordstrom website.
Products and positioning
The website lists denim, sweaters, outerwear, workwear, pants, tops, dresses, loungewear, athleisure, underwear and bras, and promotes 11 best-selling essentials in 11 sizes from 00 to 40. Its Fit Liberty programme offers free exchanges for one year when a customer's size changes.
Business model and distribution
Universal Standard sells primarily online and through its own New York store and showrooms. The Nordstrom agreement in 2025 adds a department store channel.
Why it matters
Universal Standard helped push the fashion industry towards a wider size range as a core proposition rather than a separate line. Its Fit Liberty policy and expansion into department store retail are frequently cited examples of how a digital-native brand can scale while keeping an inclusive sizing promise.
Frequently asked questions
Who owns Universal Standard?
Universal Standard is listed as a private company, with Polina Veksler as chief executive. It raised a 7 million dollar Series A in 2018 and acquired Henning in 2023, according to Wikipedia.
What sizes does Universal Standard offer?
It offers sizes 00 to 40, and its Fit Liberty programme allows free exchanges for one year if a customer's size changes.