Chris Burch on C. Wonder: ‘It Certainly Doesn’t Look Like Tory’s Brand’

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Chris Burch has spent the past year defending his new C. Wonder brand from accusations that he ripped off his ex-wife Tory Burch. More awkward still, he continues to be a major shareholder of her company and sits on the board — which, according to Page Six, has caused more than a few “boardroom showdowns.” Both Burches have been quiet about their rumored conflicts until Gayle King flat-out asked Chris about them today on CBS This Morning. Here’s how that went:

KING: But, do you think that the two brands look similar because when I first looked at your line I did think it was Tory’s brand. Do you think they look similar?
BURCH: It certainly doesn’t look like Tory’s brand. It’s the association of the name that gives some people that indication. I think the aesthetic is the same. I think Tory’s amazing. She grew up outside of Philadelphia, as I did. It’s a very classic area. But Tory has a much more stylized point of view, and we’re [C. Wonder] more about happy, fun whimsical… it’s just kick and fun with us. We give balloons and candy away in the store… The vision of our store is, yes we’re a luxury store, and yes our prices are amazing, but more important is that we have a lot of whimsy, and Tory is very serious, serious fashion.

Later in the interview, she asked about how awkward it is working with one’s ex-spouse:

KING: I’m fascinated with exes working together, because you two are board members, am I right? What’s a board meeting like? Are you sitting at one end and she’s sitting at the other? How does it work?
BURCH: Yes, and this is really interesting, because look, there’s conflict in any relationship. There’s conflict in anything. I think Tory and I, both of our number one priority is, “How do our stores look? What’s the perception of what the customer’s getting?” My expertise is very wide. I understand sourcing at a very deep level. I spend a lot of time in the factories. I understand a lot about how to brand. I understand the financials. I understand everything. Tory’s probably the best in design and imaging. So these board meetings are like how any good board meeting in any business should be — we’re challenging each other, asking how we can make the business better, and what we should do going forward.

Chris then went into a long spiel about how nice the CBS studio was and waxed on about King’s acrylic desk, which was awkward to watch. You can see the whole video here.

Chris Burch Defends C. Wonder