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It’s A Family Affair: The Burch Fashion Empire Expands

The stepdaughters of Tory Burch and daughters of Chris Burch have launched a fashion label, Trademark. Pookie and Louisa -came about the idea of starting their brand three years ago.

“Our dad, Chris, and our stepmom, Tory, have a lot of experience and have a lot to offer, obviously,” said Louisa. “They have been incredible blessings in both of our lives. There is never a time either of them won’t take a call or lend an ear. Growing up, we would go on family trips to check out the newest mall or go to store construction sites. We were always listening and thinking about retail strategies without even realising it, which I suppose isn’t that typical for most families.”

Pookie explained that they “always wanted the aesthetic and brand experience of Trademark to explore and reference great American minimalist design, like the work of Annie Albers, Barnett Newman and the artists out of Black Mountain College.”

“Trademark” as the name implies refers to one’s individual style and way of dressing. “The clothes that comprise your wardrobe are your personal trademarks”, describes Louisa. The brand plans to launch a menswear capsule collection and open up its first standalone store in New York this spring.

The Trademark debut collection has a classic yet youthful edge. The prices range from $28 (hair accessories) to $328.

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