# Effortless Glamourous Lookbooks The New Trademark Line is Fresh and American Chic By Farida Helmy | Published 2014-03-26 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/trademark References: [honestlywtf](http://honestlywtf.com/cool-hunting/trademark/) & [trade-mark](http://www.trade-mark.com) Trademark is a brand new label that you should definitely keep an eye out for because it’s bound to blow up. Creating a new concept, sisters Alexandra and Louisa Burch recently launched this smart and simple fashion line that is made up of 105 [ready-to-wear closet staples](https://www.trendhunter.com/trends/observe). Yup, the line is completely based on the basics you need to make any outfit work. This New York City-based company is inspired by the ultimate clean and fresh American look. Trademark is a sportswear line that is all about [minimalist chic designs](https://www.trendhunter.com/trends/alyson-eastman) and funky cuts, and it’s likely to become the blocks on which your new wardrobes will be built on. The closet staples collection features sharp styling and [colorful accessories](https://www.trendhunter.com/trends/kate-spade-and-target) such as classy handbags and silky soft scarfs. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 85% | Activity: 41% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### Key Themes Behind This Trend - **Minimalist Fashion:** There is an opportunity for disruptive innovation in creating minimalist fashion lines that focus on clean and fresh designs. - **Closet Staples:** The concept of creating ready-to-wear closet staples opens up possibilities for disruptive innovation in the fashion industry. - **Colorful Accessories:** Designing and producing colorful accessories such as handbags and scarfs can be a disruptive innovation in the fashion accessory market. ### Where This Applies - **Fashion:** The fashion industry can explore disruptive innovation in creating minimalist fashion lines and ready-to-wear closet staples. - **Retail:** There is an opportunity for disruptive innovation in the retail industry by offering curated collections of closet staples and colorful accessories. - **Accessories:** Disruptive innovation can occur in the accessories industry by designing and producing unique and colorful accessories like handbags and scarfs. ## Related on Trend Hunter - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md) - [In-House Minimalist Apparel](https://www.trendhunter.com/trends/contemporary-womens-fashion.md) - [Transitional Spring Collections](https://www.trendhunter.com/trends/splendid-srping-2025.md) - [Playful Spring-Forward Statements](https://www.trendhunter.com/trends/marc-jacobs-charm-collection.md) - [Dreamy Summer Swimwear Collections](https://www.trendhunter.com/trends/triangls-mirage-drop.md) - [Whimsical Patterned Diverse Fashion](https://www.trendhunter.com/trends/kate-spade-and-target.md) - [Elevated Fall Basics](https://www.trendhunter.com/trends/alyson-eastman.md) - [Daily Style Accessible Fashion](https://www.trendhunter.com/trends/demi-lovato-x-amazon.md) - [Effortlessly Elegant Womenswear](https://www.trendhunter.com/trends/veronica-beard-springsummer-2024.md)