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See the New Plus-Size Brand Inspired by Theory and Vince

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Alexandra Waldman and Polina Veksler got out of finance and into the fashion business because the plus size industry wasn't offering the sleek, minimalist clothes they wanted to wear. "What’s out there is lacking a modern sensibility. There are more and more players coming into the field, but they all pander to either curvy girls’ uber-sexy boobaliciousness, or a quite conservative ‘aunt who dresses nicely in slacks’ sensibility," Waldman, a former fashion journalist and finance marketer, told Refinery29.

So here's Waldman and Veksler's answer: Universal Standard, a line that offers "modern essentials" for sizes 10 to 28. Waldman told R29 that Universal Standard is based on "modern, clean, interesting lines, in the vein of Theory, Vince, and Helmut Lang." That translates to basics in mostly black and charcoal (and other neutral colors), with details like a side zip on a sweater or a customizable slit on a skirt. The clothing also incorporates elastane for stretch, and what the brand calls "size specific grading."

Pre-order Universal Standard's current collection of eight core pieces here. That ranges from a blazer to dresses to skirts and tops. Prices range from $70 for a high-neck crew to $390 for a coat. Most pieces stick to the $100 to $150 mark. The starter collection will begin delivery mid-October 2015, with 15 additional styles to follow in late fall.