There’s been speculation that Pookie and Louisa Burch were planning their own fashion line since late 2011, when it was referenced in magazine profiles about their father, Chris Burch, and stepmother, Tory. Indeed, the younger Burches — two of Chris’ three daughters with his first wife, Susan Cole — have been hard at work on Trademark, as the line is called, for three years with its first press preview scheduled for today.
Instead of testing the hyper-competitive waters of the current retail market, the Burches are cannon-balling in with no less than four categories: clothes, shoes, handbags and jewelry, which will launch for spring in February when they open their first Trademark store — 2,600 square feet on Grand Street in New York’s SoHo neighborhood — and launch e-commerce. The capsule men’s line is slightly delayed because “we took on a little too much,” said Louisa, during a preview in a temporary showroom space in the Starrett-Lehigh Building in Manhattan, where Trademark has a very small office for its six-person staff.
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