UNITED STANDARD was founded in 2015 in Milan from the mind of Giorgio di Salvo. The Brand is the new answer to the contemporary cultural offer as a merging point of two distinct values: aesthetics and functionality. The UNITED STANDARD project is a street wear line equally focused on accesso- ries and clothing. The strength of the brand lies in the technical and multifunctional features of all prod- ucts, offering a collection that values the practical element, as well as giving strong attention to the aesthetical form. The brand name was chosen both in terms of a united-standard, as expression of a contemporary collective cultural consciousness, and of union-of-standards, as combination of several distinct signi cant elements.