Trademark

• Tomas Maier
• Sharon Wauchob
• Rebecca Minkoff
• Steven Alan

Trademark is an American sportswear label founded in 2013 by Pookie and Louisa Burch in New York City.

Trademark is built around signature essentials designed to be worn as one’s own trademark.

The collection, which includes apparel, shoes, handbags and accessories for both women and men, is inspired by the hallmarks of American Minimalist design.

Trademark just turned one; if it has a reputation yet, it's for clothes with a surprising amount of polish for the price. Good value for money. It sounds like an idea a mother could get behind. In fact, Pookie and Louisa Burch found inspiration in dear old Mom this season.

Pointing out a pair of simple cropped corduroy pants and an even simpler cream crewneck sweater, Pookie said, "It looks like my mother." Mom is Susan Cole and that's her house in the lookbook photos. The other point of reference for the collection was the Garry Winogrand retrospective at MoMA last year. Something about his photographs of mid-century New York and the way people dressed back then—their offhand formality—proved compelling to them.

That sensibility came across in the cotton blouses with tied-scarf necks, in a white twill pantsuit with frayed cuffs at the hem of the trousers, and in the black-and-white leopard spots (a first for Trademark) on a sleeveless sack dress.

Rounding out the collection were the smart essentials that have made their six-month-old boutique a popular stop on the Soho shopping circuit. The Burches did a ribbed turtleneck bodysuit to wear with their high-waisted skirts, and they also showed stirrup pants with tasseled suede loafers. Their reputation for clever basics aside, the piece that will get the most love is a gloriously faux-fur coat. You can't make Mom happy all the time.

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www.trade-mark.com