Meet Trademark. The New York–based label is run by sisters Pookie and Louisa Burch and is a Who What Wear editor favorite. If you haven’t yet been acquainted with the brand, it’s time. We had the opportunity to pick the designers’ brains about starting Trademark and what goes into creating the timelessly cool collection, and the results were thoroughly inspiring. Scroll down to see what they had to say!
Who What Wear: When did you both get into fashion?
Pookie Burch: It all happened very naturally. I went to art school and studied photography and was always really drawn to fashion photographs. I loved Bruce Weber.
Louisa Burch: Our stepmom is also in fashion, and that has certainly been an undeniable influence. I think from when we were young, we always grew up around design and felt drawn to it.
WWW: Can you tell us about how the brand got started?
PB: Louisa and I always had a concept of a classic clothing company based on good, clean design and a strong sense of color. We sort of took it one week at a time.
LB: I had just finished college, and finally we both felt ready to grow this idea that we had in our head for years.
WWW: Why is it called Trademark?
LB: Coming up with a name in today's market was so tricky. We initially wanted to call the brand Uniform because we loved the idea of it being about a woman's uniform, what she got up and put on every day that made her feel good, the clothes she loved for years and years. Ultimately, we couldn't get that name, which was good in a way because it helped us get to the name Trademark.
PB: The name Trademark felt strong but feminine. Also it was ironic because we had been trying to trademark every other name so it almost felt too good to be true.
WWW: Describe the Trademark aesthetic.
PB: I'd say the Trademark aesthetic is very clean with a close attention to detail. Every season we try to rework a classic piece of clothing or a staple in a woman's wardrobe. We always make a trench coat, a variation of a simple button-down, and a tote. We use a lot of color as well. So many clothes today are muted and neutral and keeping color a part of each collection is important to us.
LB: We try to evolve the collection each season so it's always moving forward. We like to take something timeless that people recognize and maybe even owned a version of when they were young and make it feel modern and new.
WWW: What are some of the hallmarks of American minimalist design?
PB: Oh god, what a tough one! I'm in no way an artist, but when I think of American minimalist design, I think of artists like Barnett Newman, Winslow Homer, and Donald Judd.
LB: In terms of clothing design, I think it's always about taking something away or taking a step back and simplifying what you are working on. It's also about being very functional.
WWW: What are your major points of inspiration, and do they vary from season to season or stay consistent?
PB: Books! I collect a lot of books so we look at images of architecture and even furniture for inspiration. Almost all of our seasons' color pallets are drawn from photos of interiors that we like. Most of our references are from the '60s and '70s. Movies are also a huge source of inspiration. My favorite movie, The River by Jean Renoir, provided all the inspiration for the Spring 15 collection.
WWW: Would you say Trademark is more trend-focused or classic-focused?
LB: I think Trademark is very focussed on non-trend-based items. With that said, it's important to be aware of what people want to wear at that point in time and keep it in mind when building a collection, but our hope is that they are clothes you can wear forever season after season.
WWW: Do you have a design muse?
PB: My stepmom, Tory Burch; my mom, Elsa Perreti; Claire McCardell; Meryl Streep. So many more—all women!
LB: I agree with all of Pookie's and would add Diane Keaton.
WWW: How valuable are visuals like lookbooks and social media imagery for the brand?
LB: They are very important for us because we don't put on a show or presentation. We create the mood of each season through our lookbook. We spend a great deal of time on them. We both love photography, so it's also something fun we look forward to.
WWW: What are five wardrobe staples you think every woman should own?
PB: A great shirt, a navy sweater, a trench coat, a pair of large earrings for fun, and a tote.
WWW: Pick one of your favorite Trademark pieces and share how you’d style it!
PB: My favorite current price is the red ruffle dress from resort. It's very special, and I feel like it can be worn during the day time or at night. My favorite color is red, we include it in every collection, so that might be why too. I would probably wear it with simple leather sandals.
LB: The double layer coat from fall with blue faux fur. It looks really pretty with simple navy pants and a pair of pearl earrings.
What do you think of Trademark? Sound off in the comments, and then head over to shop the brand!