Universal Standard

Universal Standard, the direct-to-consumer brand for women size 10-28, recently hosted a pop-up shop at Nordstrom at NorthPark Center.

U.S. co-founders Alex Waldman and Polina Veksler were onsite providing personal fittings, styling tips, and insight into the brand philosophy and aesthetic.

See our Where Wear in the City interview below…..

Polina & Alex

WWITC: Why did u start universal standard?

ALEX: Universal Standard was born because we could not see modern, well-made, elevated essentials in double-digit sizes. We wanted to create a line of clothing that would stand shoulder to shoulder with straight-size brands, like Theory, Rag&Bone, Vince etc.

WWITC: What is meaning behind name?

POLINA: Alex and I wanted a name that felt modern and inclusive. We sequestered ourselves in Alex’s apartment for three days and finally emerged into the light with Universal Standard as the name for our company.

WWITC: Top picks for fall?

ALEX: Sweater dresses! They are incredibly versatile – with leggings, jeans, long skirts of any opacity, and even other dresses.

WWITC: Universal Standard Style Tips for Fall/Winter?

ALEX: Any one of our coats. The Kanda Puffer is especially amazing for the winter…and did I mention the sweater dresses?

WWITC: What Celebrity Partnerships does Universal Standard have?

ALEX: Danielle Brooks (Orange Is the New Black) has designed Universal Standard’s new Tria Collection! That collection is based on the question: What three pieces of clothing did you always wish you had but could never find in the store? The Danielle Brooks for Universal Standard Collection drops in mid-November.

WWITC: First time to Texas? DALLAS?

POLINA: This is the first time for me! We were thrilled to include Texas (Austin, Houston and Dallas) on our road trip because we have so many amazing customers here!

WWITC: Tell me about the Universal Standard Tour?

POLINA: So far the trip has gone amazing! It’s been such a wonderful experience to meet our customers face-to-face and to introduce the brand to a new audience. As a direct-to-consumer brand, we felt it was important to go on the road to meet our customers! We were especially very excited to bring our events to Texas.

WWITC: What’s next for Universal Standard?

ALEX: In short – everything! We have some amazing new initiatives coming up across many different categories – so definitely watch this space for the sort of things you’ve never seen available to women in double-digit sizes!

Where Wear will we be next…..

Universal Standard-ing into Winter,


Photos courtesy of Universal Standard.

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