# HIBT Lab! Universal Standard: Polina Veksler

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2022-08-11
- Length: 47m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2022-08-11-hibt-lab-universal-standard-polina-veksler

## Summary

Polina Veksler, co-founder and CEO of Universal Standard, explains how she and co-founder Alex Waldman identified a $100 billion market gap for size-inclusive fashion after realizing the industry segregated plus-size women. They launched the brand in 2015 with a capsule collection of 8 pieces, financing the initial 3,000-unit production run with personal funds and navigating manufacturing constraints in Peru and China. Veksler details their direct-to-consumer strategy, including using Shopify, leveraging press from Refinery29, and acquiring customers through grassroots pop-ups and free product samples to build loyalty before achieving profitability.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-08-11-hibt-lab-universal-standard-polina-veksler#t=0) Introduction: Polina Veksler and Universal Standard
- [1:57](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-08-11-hibt-lab-universal-standard-polina-veksler#t=117) Veksler’s Background and Meeting Co-founder Alex Waldman
- [8:46](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-08-11-hibt-lab-universal-standard-polina-veksler#t=526) The Bloomingdale’s Epiphany and Market Research
- [17:23](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-08-11-hibt-lab-universal-standard-polina-veksler#t=1043) Founding Universal Standard and Sourcing in Peru
- [22:36](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-08-11-hibt-lab-universal-standard-polina-veksler#t=1356) Manufacturing Challenges and Pricing Strategy
- [26:51](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-08-11-hibt-lab-universal-standard-polina-veksler#t=1611) Launch, Sales, and Investor Skepticism
- [33:56](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-08-11-hibt-lab-universal-standard-polina-veksler#t=2036) Growth Strategy: Pop-ups, PR, and Customer Acquisition
- [42:33](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-08-11-hibt-lab-universal-standard-polina-veksler#t=2553) Sustainability, Fit Liberty, and Future Vision

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies

## Mentioned

- Universal Standard (company)
- Bloomingdale's (company)
- Refinery29 (company)
- Nordstrom (company)
- Shopify (tool)
- Old Navy (company)
- Peru (other)
- China (other)

## Related episodes from other shows

- [044: Turning customizable jackets into a multi-million dollar business, Elyse Daniels of Exodus Wear](https://hardwarepodcasts.com/podcast/product-startup/2017-03-14-044-turning-customizable-jackets-into-a-multi-million-dollar-business-elyse-dani) (Product Startup)
- [006: Customizable swimwear with Kelsey Duffy of Versakini](https://hardwarepodcasts.com/podcast/product-startup/2016-04-19-006-customizable-swimwear-with-kelsey-duffy-of-versakini) (Product Startup)
- [Founder Feature: Bar Bruhis of Boostcous](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-07-24-founder-feature-bar-bruhis-of-boostcous) (The Startup CPG Podcast)
- [002: Prototyping, Manufacturing & Selling a Men's Shirt Accessory](https://hardwarepodcasts.com/podcast/product-startup/2016-03-09-002-prototyping-manufacturing-selling-a-mens-shirt-accessory) (Product Startup)
- [Founders Feature: Lucy Dana of One Trick Pony](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-21-founders-feature-lucy-dana-of-one-trick-pony) (The Startup CPG Podcast)

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