Why Universal Sizing?

We thought that conventional sizing seemed a little skewed, so we decided to shift the spotlight to reflect the real bell curve. If the average woman wears a size 18, then that should be called a Medium, right? By offering the broadest size range ever (00 - 40) our goal is to create unprecedented access, ultimately make size irrelevant, change perceptions and shift standards. That way we can establish a new normal for future generations and represent all of US. As we are.

Sizing Bell Curve

Whats my size?

Pick the size you normally wear to discover your Universal Standard size.

“We believe this is the right way to express sizing in the apparel industry because it actually represents the American woman as she is, and we hope that other brands consider adopting this sizing as well.”

- Alexandra Waldman, CoFounder & CEO