The most radical ideas are often the simplest, and hardest to achieve.

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 building a brand that was size agnostic - a brand that held everyone in high esteem was our goal from the start. We wanted a size 32 to shop in the same way as a size 6 – using style as her only filter, and we wanted to be the ones to make that happen. 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 decided to break down existing barriers and make dressing all of us a modern, beautiful, and above all, universal idea. We’re aiming to see all of us. As we are. Right now. FASHION FREEDOM - where size is irrelevant, style is the only filter, quality and fit lead, and fashion is created with all of us in mind. Welcome to FASHION FREEDOM. Welcome to US.