Confirming a rumor we heard over a year ago, Trademark is the latest brand to join Chris Burch's portfolio of design brands. And like the other brands the serial entrepreneur has launched, he has personal ties to the people behind it. They're his daughters.
Pookie and Louisa Burch, the former stepdaughters of Chris Burch's now-ex-wife Tory Burch, told WWD that Trademark has been in the works for three years. And no, the name isn't a cheeky nod to Chris and Tory's legal disputes, involving allegations that Chris had copied Tory's aesthetic for his C. Wonder brand (and ultimately resulted in Chris's removal from Tory Burch's board). “I can’t even tell you how much I did not think about that. Not even once,” Pookie told the trade.
Drama aside, the collection sounds promising. Pookie described the debut line of 105 ready-to-wear pieces, 18 jewelry styles and 14 accessories "really classic, nostalgic, identifiable items that you can relate to, but done in a fresh, new take on color." From the few photos we've seen, it all looks understated and cool.
Best of all, it's pretty affordable, with prices falling between $25 and $500. That puts Trademark in direct competition with brands like J.Crew, Madewell and Kate Spade Saturday -- and perhaps even Tory Burch.
Thanks to their father's backing, Trademark will grow a lot more quickly than your average fledgling fashion line. The sisters plan to have a store in SoHo and launch e-commerce all by February.