Tuesday, February 18, 2014

The Burch Girl's New Line

Pookie & Louisa that is. Daughters of Chris Burch and former step daughters of Tory. Their "clean no fuss pieces are sure to gain a following. Read on for more about the design concept.

There's a lot of pressure that goes along with launching a new line in New York's already crowded and cutthroat fashion scene. There's even more pressure when you're launching a line and happen to be the daughters of a retail mogul. So it's pretty impressive that Pookie and Louisa Burch, daughters of C. Wonder impresario Chris Burch (and the former step daughters of Tory), didn't crack under it.
The sisters officially launched their line Trademark, a collection with a classic preppy feel (it looks like a perfect mashup of A.P.C. and COS), during New York Fashion Week.

"I felt like there was this classic, simple, beautiful piece of clothing, with strong attention to detail, and that was affordable, that was missing," Pookie, 29, told ELLE.com. "I couldn't find it. So that's where the concept came from.”

The concept and the collection are very appealing. The line of basics (soft tees, pleated skirts, classic trenches, and boxy tops) are done up in bright saturated colors and bold prints. The best part, though, is the price: most pieces fall between $100 and $200.

“We started working on this four years ago...the idea was to do very classic, minimal, nostalgic silhouettes—like a shift dress or a pleated skirt—and put a lot of effort into the fabrication to make it feel modern.”

Trademark is already for sale on trade-mark.com and will have its own brick-and-mortar location on Grand and Mercer Streets in New York's SoHo neighborhood come April.



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  2. nice collection, but advise to register trademark, copyright or design to protect as ownership. Useful information can be find from www.tigerintellectual.com