The concept of uniform convexity in a normed linear space is based on the geometric condition that if two members of the unit ball are far apart, then their midpoint is well inside the unit ball. We consider here a generalization of this concept whose geometric significance is that the collection of all chords of the unit ball that are parallel to a fixed direction and whose lengths are bounded below by a positive number has the property that the midpoints of the chords lie uniformly deep inside the unit ball. This notion, called uniform convexity in every direction (UCED), was first used by A. L. Garkavi [5; 6] to characterize normed linear spaces for which every bounded subset has at most one Čebyŝev center. We discuss questions of renorming spaces so as to be UCED and forming products of spaces that are uniformly convex in every direction.