Remember that article in New York Magazine‘s spring fashion issue outlining the awkward business relationship between Tory Burch and her ex-husband and business partner Chris Burch after he sneakily launched C. Wonder, a lifestyle brand that closely resembles and competes with the one he launched with Tory (Tory was not happy about this)? And how WWD then reported rumors that Tory was planning to sue her ex for “trade dress infringement or usurpation of corporate opportunity.” Then, Page Six reported that Chris, who remained co-chairman of Tory Burch the whole time, was forced to step down after a “boardroom showdown.”
Before then, WWD noted that Chris was already “looking to sell his stake in the company to focus on his own rapidly expanding business ventures which include eight other retail concepts beyond C. Wonder.” One of those eight retail concepts, according to the original New York article, is “an as-yet-unnamed clothing company his daughters Alexandra (“Pookie”) and Louisa (“Weezie”) are working on together.”
According to a reliable source, that clothing company is going to be called Trademark. Adding to the irony of that name, we also hear the daughters poached their head designer from J. Crew, where he had worked for over a decade under Jenna Lyons. Other than that, the brand is expected to launch at the end of this year with standalone stores and ecommerce offering a full line of women’s clothes and accessories. “Expect the launch to be anything but subtle,” says our source.
Given the well-known controversy surrounding C. Wonder and its suspicious aesthetic similarity to Tory Burch, we are kind of amazed that he’s calling his next project “Trademark.” Though, we have to admit, he has balls.
We reached out to a rep for Chris Burch about the project, who told us they “have nothing to confirm at this time.”