Love at First Site: Shop Must-Have Modern Basics at Trademark

Tech, Yeah
Photo: Courtesy Photo

It's so often that we hear about a cool new designer or line, only to find out that their collection is available in just a select number of niche boutiques, most of which are totally inaccessible to the general public.

So when Pookie and Louisa Burch (yes, like that other fashionable Burch-- the two are daughters of retail businessman Chris Burch and former stepdaughters of Tory Burch) launched the minimalist line Trademark that focuses on clean and crisp silhouettes that are basics that are anything but basic, we knew we had to get our hands on the nicely priced pieces. Luckily for us (and you!) their collection is available online via, a beautifully designed e-commerce space offering the line's smartly designed clothing and accessories. "We wanted the website to be centered around simplicity and usability with a strong use of color-blocking. We looked at the clean and direct way posters from the 1970s that advertised shows for artists such as Donald Judd for inspiration," the sisters exclusively told

The site offers exclusive pieces that can't be found anywhere besides the site, like their Kiln jacket (launching today!) inspired by retro workwear coats from Hong Kong. Even though it's blisteringly hot outside, don't wait to purchase this jacket until the polar vortex hits again. "There's a utility and ease so you can even wear the jacket in warm weather," explains the Burches.

Trust us, you'll want to jump on their site as soon as you can, or you'll miss out on discovering your new favorite line for modern basics.

Tech, Yeah
Courtesy Photo

Indigo-dyed jacket with mandarin collar and frog-closures, $148,

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