Know Your Labels: Trademark

Designers that deserve the megaphone treatment: Part five.


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. 

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  • Tayler

    ooohhh yes. Love.

    Ironic for you, but I love their concept of
    uniform. And what you say about your trademark and other people acknowledging
    it is on point! I didn’t realize I had one till my friends made fun of me (in a
    joking way) that I wear the same things all the time but it works.

  • Krissy

    Quite like Gorman in Aus or Cos in Europe, stunning pieces.

  • carriebwc

    Lovely and very affordable!

  • LisaJDwyer

    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.

  • monkeyshines
  • hi_itsgabby

    good eye diamond.

  • Those lil shoes are so Y-O-U, Amilli0naire!

  • Love this brand, so simple and chic. So many great versatile dresses that will last forever… Designer accessories at

  • What a beautiful collection! Drooling just a lil bit…

    xx Ella

  • Catherine Bell


  • ooohh no. another great website to spend my savings on :/

  • houseofverde

    I feel like so many people strive to recreate a classic look while still having some sort of ease about it. Their clothing is literally pre-made “ease”. It’s literally configured with such elegance and simplicity that a recreation of it would produce a few grey hairs. Love their looks.

  • cpny

    louisa + pookie are chris burch’s daughters (tory burch’s stepdaughters) –no formal training but like….

  • María

    The wooden clutch is so amazing! Love the whole collection!!
    Lots of love, xx

  • Tracy

    Their uniforms are fitted for the contemporary woman! Amazing collection!

  • girlinmenswear

    Love it all, like a bolder Michael Kors with a British twist. Beautiful.

  • GapToothedGirl

    I like those kind of uniform, they make me feel comfortable and confident too.
    xox, Gap.

  • hila

    2 sisters who have no formal training in Fashion, but whose father is the owner of C Wonder? And who’s stepmother is Tory Burch…..
    But their stuff looks great so I have to hand it to them!

  • Élora

    That moss green blazer <3 And I completely agree with what you said: in recent years I really feel like I have found my style, my "trademark." I think it's great when my friends can recognize something as very "me" (because then for my birthday they can buy me clothes that I actually like). And I find it pretty funny that they're so good at getting my clothing style yet utterly incapable of understanding what my type of men is. Sigh.

  • They’ve got a lovely collection, though i cant see myself wearing some of the pieces.

  • Reiter

    Is there a showroom in the Manhattan area to check them out? Thanks

  • Moragn Ryan

    That see through clutch/bag doe, all about it. Matched with a visor.

  • Fantastic label! I personally love the clean cuts and the minmalism!

  • bong