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The Burch Sisters Launch Trademark

Trademark

Pookie and Louis Burch have a pedigree, which isn’t uncommon in fashion circles. Family run-businesses were, for a long time, the fashion game’s M.O. Just check out the houses of Versace, Gucci and more if you need a few tales of high-fashion family values. One family that’s no stranger to the world of commerce and fashion are the Burches. Father Christopher Burch famously helped stepmother Tory establish her brand before heading his own label, C. Wonder. Apples don’t fall far from the tree, it seems, because Christopher’s daughters, Pookie and Louisa, are set to enter the family business with their own endeavor, Trademark.

Trademark

€œWe wanted to create something at an attainable price point with really simple, thought-out designs in classic and recognizable silhouettes,€ Pookie, told Style.com.

The first collection from Trademark is set to make its online debut later this month. In a move that’s similar to fellow fashion disruptor Tamara Mellon, the Burch girls are eschewing the classic fashion calendar of spring/summer, fall/winter and the not-quite-this not-quite-that seasons of resort and prefall for monthly shipments of buy-now-wear-now clothes.

As you’d expect from the spawn of blue-blooded Burch, the collection focuses on American sportswear that draws from the sisters’ own upbringing. Combine that with inspiration taken from their world travels (although admittedly, Pookie isn’t one for flying) to far-off locales such as Tokyo and other exotic spots. The result is a collection that’s approachable but also unexpected. Sporty Breton stripes mingle with technical nylons and there’s everything from wide-legged Katherine Hepburn pants to lam© cocktail dresses and more. The entire collection rings in from $28 to $440.

Trademark

€œWe learn best by making our own mistakes,€ Louisa said, though we’re sure that a quick call to stepmom Tory isn’t frowned upon.

€œIt€™s been a process of understanding all the different steps it takes to get something to be where it should be.€

Trademark will be replenishing its stock every month, giving shoppers something new to add to their wardrobes every time they visit the brand’s website (or visit the shop that the sisters are set to open in April — located on SoHo’s Grand Street, just a few blocks away from the Tory Burch boutique on Elizabeth). And unlike Tory Burch and C. Wonder, Trademark will be offering a complete menswear collection alongside its selection of shirt dresses, suiting, anoraks, dresses and separates. The menswear side is overseen by Alex Hawgood (who also works as Trademark’s brand director), a friend of Burch family who is considered the fourth Burch sister.

Trademark

The debut collection cites modern artists Josef Albers, Donald Judd, and Barnett Newman as inspiration. And instead of slowly entering the fashion world with just a few categories (although a complete menswear collection could be seen as more than just a little ambitious), the Burch girls are offering a full line of accessories to accompany the Trademark collection. You’ll find wood and resin bangles, brass-and-silver jewelry, and wooden-accented handbags along with leather shoes and PVC, leather-accented handbags. And if nothing you see now strikes your fancy — though that’s highly improbable — you just have to wait a few weeks for a whole new selection to come in. And as for world domination a la Tory? Just give these girls a few months.

For more information, visit www.trade-mark.com.