Pookie and Louisa Burch, the daughters of Chris Burch (and the step-daughters of Tory Burch), are opening their first store for their brand Trademark this August, at 95 Greene Street in Soho.
Earlier this year, Racked National met with the sisters to preview the fall collection, which centers around loose waffle-knit sweaters, classics like striped shirts and peacoats, and feminine pieces "with utilitarian shapes."
Racked adds, "While their father, Chris, is Trademark's sole investor and partner, the clothing line has nothing of the whimsical C. Wonder feel or the bohemian Tory Burch vibe. The sisters said that while their father stays involved, they are trying to do their own thing as they develop their touch of style."
Pookie, who handles the creative end of things (while Lousia takes cares of the business aspects), also explained they're not trying to replicate J.Crew. "When we started Trademark, our idea wasn't to do something that already existed, because everyone does everything really well. J.Crew does it really well. It's more like we felt there was something missing."
· Trademark Opening First Store, Launching Online Campaign [WWD]
· The Burch Girls Strip Down the Family Prep With Trademark [Racked]
· Chris Burch's Daughters to Open Their Own Store in Soho [Racked NY]