This was a monumental year for US. From our first major campaign to the launch of UFL, to our Tria collection with Danielle Brooks, here are our top ten moments from 2017.

We Set The Standard

We started 2017 by letting you know we intended to do things differently - to set the standard. We said we’d raise the bar in style, quality, service, and presentation. It was a turning point that heralded a new era of elevated expectations, and offered a new vision of style & beauty with our first major campaign.

US X MODELS Tria Collection Drops

We introduced our first Tria collection with models Candice Huffine, Georgia Pratt, and Katy Syme. Highlighting the lack of style-relevant options available to women size 10+, each top model designed a unique piece they always wanted to have in their closet, but could never find. Enter The Candice, The Georgia, and The Katy.

Changing The Shopping Experience With Fit Liberty

Go up or down in size? We’ve got you covered.

We announced our revolutionary program, Universal Fit Liberty on the TODAY Show! Designed to silence the bully in your head and remove anxiety from the shopping experience, UFL lets you exchange any piece in our core collection for a new size within one year of purchase - for free. All the pieces we get back from you are donated across charities supporting women in need. No landfills, no waste.

Size-Extended Jewelry Is Here

Gone are the days of women in the double-digit size range having difficulty accessorizing. We launched a five-piece collection of jewelry specifically designed for the larger body type. That means pieces won’t pinch, and are properly scaled to look native to the larger body. Starting with a chic, modern aesthetic, the sterling silver-plated collection is understated and sophisticated.

"Regular jewelry isn’t made to scale. This is a line of jewelry that is meant to look native on a bigger body. The longer necklace falls exactly as it should on a larger body. The rings fit. The jointed choker always lays flat on the chest, and can be worn on a larger neck really beautifully." - Alex Waldman, cofounder & CCO

Our Give-Back Initiatives

This year we asked you to help US give back. From celebrating our two-year anniversary with Planned Parenthood and announcing workwear with Dress for Success, to aiding Hurricane Harvey relief efforts and recycling jeans through our denim drive with Blue Jeans Go Green, we’ve been able to support some amazing organizations - with your help.

To US, giving back doesn’t really feel like something extraordinary. It’s inherent to who we are, and a vital component of our company’s DNA. We feel very lucky to have amazing customers who feel the same way.

The Epic 12-City Road Trip

In September we embarked on an adventure. Twelve cities, two founders, a small team, and a minivan. We hit the road to bring Universal Standard directly to you. Starting in Seattle, we made it to Portland, San Francisco, Los Angeles, Austin, Houston, Dallas, St. Louis, Chicago, Columbus, Washington D.C. and finally back to New York where it all started.
Partnering with Nordstrom, we pulled off some amazing in-store pop-ups in six locations across the U.S. in addition to our independent pop-ups. Plus, we got to meet so many of you along the way, which was ultimately what it was all about


Entrepreneur's List of 50 Most Daring Entrepreneurs

Universal Fit Liberty landed US on Entrepreneur's 50 Most Daring Entrepreneurs list. It was an incredible honor to be included amongst a group of leaders and innovators that we admire so much.

The list was all about risk-taking and included entrepreneurs that broke down barriers across a variety of categories. Our risk was UFL, which was kind of not a risk at all. We wanted to make shopping fun for our customers. No anxiety, pain or fear. We’re the first to launch a program that lets women exchange pieces for a new size for free, but we hope we’re not the last. We hope more companies across the fashion industry launch their own version of UFL and make shopping a better experience for women of all sizes. Because whether you’re a size 6, 16, or 26, weight fluctuates.


US x DB Tria Collection with Danielle Brooks

We asked the stunning and talented Danielle Brooks one question, “If you could design three pieces that you always wished you had in your closet, but could never find, what would they be?”

She worked with US to design three incredible and unique pieces, and we released the US x DB Tria Collection in November. It was a launch for the ages! We started the day with Gayle King moderating a roundtable chat with our cofounder Alex Waldman and Danielle, and then we threw a party to celebrate! All our friends from Denise Bidot and Georgia Pratt, to Christian Siriano, Uzo Aduba, Becca McCharen-Tran, and many others, came out to support.


During our cross-country road trip we scoured every city we hit to find fresh faces to represent the next wave of models in the industry and offer a more inclusive vision of beauty. Over 500 beautiful women came out to the search. Four unique women were selected to fly to New York and appear in our next major campaign for the launch of loungewear. The Lions Model Management signed their first double-digit-size model, discovering her through our search.

Just in time for the holidays, the 4-piece collection of incredible soft, modern loungewear is designed for you to stay home in style.

Fast Company's Top 11 Innovations That Made Women's Lives Better In 2017

To cap off the year we were included in Fast Company’s list of Top 11 Innovations That Made Women’s Lives Better In 2017. We couldn’t be more honored to have been picked because ultimately, that’s what we’re all about - making women’s lives better.

It seems obvious. It seems simple. But for so many women in double-digit sizes, a well-made tee that’s constructed with care and isn’t embellished with some bedazzled inspirational saying, is a revolution. We’re thrilled and humbled to be recognized for playing some small part in making women’s lives better this year. We promise to continue in 2018.