Nothing is more satisfying than coming to understand tangible things as very “you.” Often, this recognition is tethered to an aesthetic — a genre of home decor, an accessory or a piece of clothing. Even more satisfying is when someone else can acknowledge this you-ness. That means your sense of style has become your trademark.
Which is fitting — almost too fitting — considering the brand I’ve recently declared as “me,” which is called, uh, Trademark.
The clothing line is designed by Louisa and Pookie Burch — two sisters from just outside Philadelphia who, despite no formal training in fashion design, have developed a modern, urban version of what American, preppy sportswear should be.
The original concept was born from the idea of achieving affordable and reliable, spectacularly quotidian clothing. “We wanted the first collection to feel like the perfect uniform — the clothes that you wear every day effortlessly,” Louisa said.
They’re inspired by 1960’s and 70’s artists like Donald Judd, Josef Albers and Carl André, American minimalists with austere geometric command. The sisters also cited Nantucket and British interiors as muses for fall.
Shunning the overtly trendy, they “try to think of each collection or next step as instinctual. We always want to make pieces that resonate with people.”
Fabric is a key element for their brand. The designers are constantly considering how it can be used innovatively to create something recognizable and wearable. Their distinctive tonal color palette is strongly examined as well. “We always want the clothes to feel classic, minimal and accessible.”
The brand seems very much about allowing a woman to explore herself, to come to terms with who she is, and to convey that consistently.
“We don’t like to think of the brand belonging to a specific type of woman or style necessarily. We approached Trademark thinking about the idea of a uniform. What are the pieces that make a person’s everyday uniform feel unique and personal? What do people like to put on day after day? We want Trademark to reflect the idea that simple and well-designed pieces can be put together by someone to make their own personal statement.”
Trademark’s first store will be opening this summer in NYC’s SoHo neighborhood at 95 Grand Street, but both the women’s and men’s collection can be found online riiiight here.