To Universal Standard, revolutionary inclusivity means creating unequivocal, unprecedented access to style for all. By taking size out of the equation, making it completely irrelevant, we’re effectively bypassing the present and creating the future now. It’s a new normal that shifts the way women look at fashion, and how fashion looks at women. This is what we mean when we talk about FASHION FREEDOM.
We’ve made it our mission to cascade inclusivity across the industry, and in May, we became the world’s most inclusive brand, offering every style in every size, from 00 to 40. This milestone came with a promise — a commitment to work with brands that were ready to do the same and join US. That way we’d be coming together to create industry-wide change, the kind that happens when shared vision manifests in meaningful collaboration.
Now that collaboration is happening with adidas. Working with the iconic global sports brand to create a size-inclusive activewear line means crossing a partner off our metaphorical bucket list and pushing FASHION FREEDOM to a new corner of the industry. We worked together to define the tools needed to create long-term inclusivity, starting with adidas | Universal Standard, a high-performance, high-quality activewear capsule in four colorways, available to shop now at adidas.com.
This collection isn’t about asking women to change, it’s about meeting them where they are, just as they are. It’s about movement - the beauty of movement through dance, the strength of community through double dutch, the belief in potential through basketball, and the power of a woman’s body in phases of transition. It’s for the athlete, the team, the mom, the anyone and everyone. It’s for all of US. As we are.
For adidas, this is just the beginning. In November 2019, adidas will offer activewear in a range of sizes, from XXS to 4X, serving more women than they ever have before. For US, it’s the next step. We did it first with J.Crew in July 2018 when we launched Universal Standard x J. Crew, a collection that guided the American heritage brand in the process of making clothing in extended sizes. Then again in April 2019 with Rodarte x Universal Standard, a collaboration that democratized high fashion — from design and price to inclusivity and availability. Now, adidas is standing with US, bringing FASHION FREEDOM into the future of sportswear.
We said that we’d start a revolution with partners who were ready to shape the
future with US.
Welcome to the revolution.