Trademark Might Become Your Favorite New Brand for Simple, Go-To Chic

Six months ago, Trademark — the brainchild of sisters Louisa and Pookie Burch (daughters of Chris Burch) — launched quietly online with a simple concept: easy, cool clothes and accessories that don’t cost an arm and a leg. Since then, the brand has gained a steady and die-hard following; fans include luminaries like the Olsens and Eva Chen (you might have seen the ubiquitous Cadiz sandals around New York this summer).

This week, the brand opens its first store — a gleaming three-story, light-wood-paneled space at 95 Grand Street. Inside, there are Trademark signatures: tie-dyed scarves, white collarless shirts, delicate, super-simple neck cuffs, and unadorned totes. The pieces all feel like no-brainers — comfortable everyday clothes your coolest friend would wear.

“I’m very excited,” says Pookie, the eldest sister who handles the design side of Trademark. “A lot of the things that we felt that were right for the brand — we wanted to put the clothes in the right context — have finally come together.” 

“We are both very happy that we had some time to figure things out,” adds Louisa. “Online, you really learn what’s important to the customer. I think it put us in a place where, for fall, we were able to use a little bit of the feedback we were able to get from online.” Click through our slideshow for highlights from Trademark’s opening-night party.