Few brands have enjoyed as much early success as Trademark, the contemporary-priced women's and men's fashion label that will celebrate its first anniversary this spring. Of course, the brand's two founders, Louisa Burch and Pookie Burch, had a lot going for them at the start: They're the daughters of Chris Burch, who co-founded Tory Burch and a number of other less successful consumer and retail brands, including C. Wonder and office supply brand Poppin. In the months since, they've opened their first store — at 95 Grand Street, next door to Alexander Wang's SoHo flagship — and their simple, largely unadorned pieces have been repeatedly featured in the pages of glossies like Vogue and InStyle.
We met with Louisa Burch late last week to see the brand's resort collection, which just arrived in stores. On offer are a mix of styles — some to wear now and through the holidays, and others for those who are actually headed to a resort over Christmas or are fortunate enough to live somewhere that doesn't require a down coat and snow boots in winter. (The brand's e-commerce site sold a lot of its spring collection to customers in California and the South, Burch says.) We particularly fell for a white waffle-knit V-neck sweater ($428), which seemed like something an affluent son would inherit from his tennis-playing dad from the '80s, and a flattering white shirt dress ($368) with a Mandarian collar and contrast topstitching. Pajamas, in poplin and silk, have also been introduced for the first time.
Given how much editorial attention Trademark's knits and skirts have received, we were surprised to learn that jeans are the brand's bestseller. "It's something we've worked a lot on," says Burch. "They're narrow but not skin-tight at the ankle, structured but with some stretch." Important was the high waist, which sits just below the belly button and isn't uncomfortable when you sit down, she adds.
Right now, Trademark is only selling its wares through its store and e-commerce site, and internationally through various wholesale partners. Eventually, Burch says, Trademark might find a wholesale partner here — it just has to be the right one. There are no plans for further stores yet, but Burch says that Los Angeles does "seem like a good next step."