Flanged structural products are rolled directly from rectangular slabs using only a universal mill having web rolls of fixed width corresponding to a selected finished web depth of the finished product. Original slab width is dependent upon the area ratio of the web and flanges in the intended finished product. Flanged structural products are rolled directly from rectangular slabs using only a universal mill having web rolls of fixed width corresponding to a selected finished web depth of the finished product. Original slab width is dependent upon the area ratio of the web and flanges in the intended finished product. As the slab thickness is reduced between web rolls, flange rolls simultaneously apply pressure to the longitudinal edge surfaces of the slab, moving material toward the slab's center. The edge surfaces of the slab become upset in each pass so that the slab thickness at the edges exceeds the original slab thickness. As rolling proceeds, the web rolls are brought closer together as are the flange rolls. At every set point of these rolls, the cross section of the now deformed slab maintains a fixed ratio of areas between the web and the flanges, the same area ratio as in the finished product. The web and flange rolls are moved in precalculated increments until the slab takes on a finished wide flange shape, ready for use in the construction industry.