We like cottons very crisp, very structured,” explains Trademark’s business director, Louisa Burch, 25, as I peruse the rack at the label’s small, sunny studio in west Chelsea. “They should look as good at the end of the day as at the beginning.” Early next month, the label will debut its elevated classics with a shop on SoHo’s Grand Street.
“We put a lot of attention into fit and fabric and getting the silhouette perfect,” says Louisa’s sister Pookie, 29, the brand’s creative director, as I inspect a cerulean-blue shift in thick woven cotton, the color simultaneously saturated and faded in a way that evokes Nantucket.
“Our mom, Susan, inspires the collection,” says Louisa of Trademark’s mix of modernism and nostalgia. “The classic, refined elements—I hate the word preppy, but…