Pookie and Louisa Burch will blow you away with their brand new line Trademark
You may want to write off Pookie and Louisa Burch’s new clothing line as just a result of nepotism (their father is venture capitalist Chris Burch of C.Wonder and their former stepmother is Tory Burch) but you would be very wrong. Their brand new line Trademark is unique and smart. Think a hybrid of Madewell and AYR. If you are into normcore, this is the brand for you.
The lines are simple, sleek and classic and have already caught the very important eyes of Mary-Kate and Ashley Olsen and Eva Chen. It’s a lot of sophisticated pieces like wool textured track pants, army jackets, slide-on mules, paneled dresses and over-sized pea coats.
According to Vanity Fair, their line is inspired by American minimalist designers like Anni Albers, Barnett Newman, and the Black Mountain College. “We approach Trademark with the concept of a uniform in mind,” says Pookie. “What are the pieces that make someone’s everyday uniform feel special and personal? What do people like to put on every day? We want to reflect the idea that simple and well-designed pieces can be put together to make a personal statement.”
Chris Burch is one of the main investors for the line, which just opened its first store in Soho, but do think you will see any of the colourful, preppy concoctions C.Wonder is known for popping up at Trademark. The sisters said that while their father stays involved, they are trying to do their own thing as they develop their touch of style.
Plus, this line is not going to kill your bank account. Most of the items fall between $25 and $500, with most ready-to-wear pieces from their newest collection priced below a cool $300. “It’s about making stuff that you’ve always known but revisiting them. We’re evolving the classic item, like a pea coat or a striped t-shirt, and evolving things you can relate to at an accessible price point. Identifiable items but with a twist in a modern way,” they told StyleBlazer.