Bold beginnings: New York brand Trademark puts its stamp on the contemporary fashion market

New York brand Trademark, helmed by Louisa and Pookie Burch
In just four seasons New York brand Trademark, helmed by Louisa and Pookie Burch, has left its mark on the contemporary fashion scene
(Image credit: press)

It's not often that the concept for a fashion label begins with the branding itself. 'We actually did all the branding before we even started working on the product,' says Louisa Burch, who launched American label Trademark together with her sister Pookie four seasons ago in New York. 'That exercise really gave us the understanding of bringing all of those details into the product.'

The pair may be only 26, and 30-years-old respectively, but they grew up with deep ties to the fashion industry - their father being entrepreneur Chris Burch and stepmother designer Tory Burch. 'It was obviously very inspirational and a great learning experience,' Pookie says of their youth, which offered a backseat view of the rapid vertical expansion of their stepmother's fashion empire.

It may therefore come as less of a surprise that after only one season the duo opened their first store in New York's SoHo, working with Stockholm-based architecture firm Bozarthfornell. The multi-floor, 2,500 square foot Grand Street boutique, is rooted in the same nostalgic minimalism that Trademark have quickly become known for in their women's, men's and accessories collections. 'For us the retail store really felt like the right way to get the whole concept to come together,' adds Pookie, who oversees the brand's creative direction. Their sights are now set on a second property in California - Los Angeles or San Francisco - depending on the site. 'Online, San Fran is our second biggest market after New York,' explains Louisa, who looks after the business' logistics and sales.

As for their branding? They worked with Paris-based, creative and art direction agency Consorti and Ohlman (whose clients include CR Fashion Book, APC and Steidl) on their 'cubic' logo and now collaborate with Giovanni Bianco's New York-based GB65 firm on their campaigns. 'I think the biggest thing honestly was that we wanted it to feel - from the bag to the label to every piece of clothing - like something that didn't exist,' sums up Pookie.

The duo teamed up with Stockholm-based architecture firm Bozarthfornell to design their first New York flagship store

After just one season the duo teamed up with Stockholm-based architecture firm Bozarthfornell to design their first New York flagship store

(Image credit: press)

The duo teamed up with Stockholm-based architecture firm Bozarthfornell to design their first New York flagship store

The 2,500 square foot Grand Street boutique, is rooted in the same nostalgic minimalism that Trademark has quickly become known for in their women's, men's and accessories collections

(Image credit: press)

The duo teamed up with Stockholm-based architecture firm Bozarthfornell to design their first New York flagship store

'For us the retail store really felt like the right way to get the whole concept to come together,' says Pookie

(Image credit: press)

The duo teamed up with Stockholm-based architecture firm Bozarthfornell to design their first New York flagship store

They now have their sights set on California - either LA or San Francisco - as Louisa explains, 'Online, San Fran is our second biggest market after New York'

(Image credit: press)

Immersed in fashion since birth, their father is business enterpriser Chris Burch and stepmother is designer Tory Burch

Immersed in fashion since birth, their father is business enterpriser Chris Burch and stepmother is designer Tory Burch

(Image credit: press)

'We actually did all the branding before we even started working on the product,' says Louisa

 'We actually did all the branding before we even started working on the product,' says Louisa

(Image credit: press)

'That exercise really gave us the understanding of bringing all of those details into the product'

'That exercise really gave us the understanding of bringing all of those details into the product'

(Image credit: press)

They worked with Paris-based, creative and art direction agency Consorti and Ohlman

They worked with Paris-based, creative and art direction agency Consorti and Ohlman (whose clients include CR Fashion Book, APC and Steidl) on their 'cubic' logo

(Image credit: press)

The biggest thing honestly was that we wanted it to feel - from the bag to the label to every piece of clothing - like something that didn't exist,' sums up Pookie

'I think the biggest thing honestly was that we wanted it to feel - from the bag to the label to every piece of clothing - like something that didn't exist,' sums up Pookie

(Image credit: press)

ADDRESS

Trademark
95 Grand St, New York
NY 10013

VIEW GOOGLE MAPS