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Universal Standard becomes world's most inclusive clothing line offering 00-44 (UK 4-48) sizing

The US fashion chain demonstrates that size is no barrier to style

Joanna Whitehead
Wednesday 22 May 2019 11:59 BST
Inclusive sizing is the cornerstone of the company's USP
Inclusive sizing is the cornerstone of the company's USP

Setting the bar for fashion stores around the globe, one US fashion chain has made history by becoming the most size-inclusive clothing line ever.

Universal Standard has announced that all clothing in their stores is now available in US sizes 00-40 (UK sizes 4 - 44).

This includes denim lines with waist sizes running from 25” to 68” waist.

The brand has also launched a ‘See It In Your Size’ for online shoppers.

This enables customers to see models wearing items in a specific size, rather than only featuring smaller models wearing their clothing – essential for getting a more accurate picture of how a garment will actually look in your size.

The brand, which specialises in style basics in neutral colours, such as denim, tops and dresses, was originally set up in 2015 by Polina Veksler and Alexandra Waldman, who were frustrated with the lack of diverse sizing for women on the high street.

Citing the 67 per cent of US women who wear a size 14 or above, the founders lamented the lack of options for women, arguing that “all women weren’t given the same level of style, quality or even respect.”

When they launched, it became clear that Veksler and Waldman were providing a long overdue service for women after a denim waitlist saw 1,700 people signed up for their inclusive garments.

The company also appreciates that many customers’ weight fluctuates, offering a service called Fit Liberty.

Universal Standard promise that if your size shifts up or down within a year of purchase, they’ll exchange any piece in the Fit Liberty collection for your new size for free.

The company also donates all returned items within the Fit Liberty scheme to organisations that support women getting back into work and achieving economic independence.

Universal Standard does not ship to the UK or Europe as yet and only have stores in the US, but with a sizing scale that many UK customers can only dream of, we sincerely hope this changes soon.

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