Trademark Registration Process, How to apply for trademark online, Register Trademark online, Brand
Brand Watch: Trademark
How did you decide to launch Trademark?
PB: I graduated college in 2007 and at first I wanted to work in art. I studied photography in school and I did a few internships in art and then I worked for Carolina Herrera for about a year or so and then after that I worked for my dad a little bit. It was around that time that Louisa was finishing up college. We had always spoken about starting up something, doing something together, some kind of a brand and it was sort of the right timing—about 4 years ago. It was a very, very long process to get Trademark started but that's just sort of how it is.
What was the process like? It certainly doesn't happen over night.
PB: It started very naturally. The idea was to do these really classic, minimal, well-designed clothes where a lot of thought went into the design—and then make it affordable. I guess another word you can use is attainable and also use a lot of color and touch on things that were nostalgic or items that are identifiable—things you could relate to, like things you would have growing up or prints that you had seen. So the process took a long time because we sort of took one step at a time.
LB: I think it also evolved. It's one thing when you start thinking about the idea and what you want each thing to be and then you learn as you go. It's definitely a process.
Tell me about the aesthetic? I see that you reference the '70s a lot when you talk about the inspiration. Have you always had a shared love of that decade?
PB: Funnily enough we actually are very different. There are certain things we both love, which is basically like very simple, wearable clothes, almost like a uniform.
LB: Very classic American.
PB: Very classic. I think I'm the one who tends to go a little bit more into referencing past decades like the '70s and the '60s and I tend to take more risk with color and do more crazy things and Louisa is always taking it back and grounding it. So, actually our taste is very different, but it balances it well.
LB: Pookie really is the creative and that's her role 100%. So, I'm not really involved that much in the creative anymore, I think it was more the first season, but I do think that our shared aesthetic is always at the core.
How have your roles eveolved? How did you decide who does what?
LB: I think it's also a natural process because we are very different, which is great because we complement each other well. So, I handle the operations, the website and working on the store and Pookie does all the creative pieces of the business.
You've gained a following quickly, what has it been like to watch people embrace the brand?
PB: I think it's great. It's exciting when you feel like people love the product or when you see like people wearing it the way you see it or even in the way that you wouldn't see it—just that people are responding to it.
Why was it important for you to keep the price point approachable?
PB: We felt like before this we were, as consumers, buying things from Uniqlo, we were waiting for things to go on sale, we were buying things from the men's department in J.Crew. We were really trying to find a way to get dressed. I think we felt like if you really put a lot of emphasis into the garment and design of the garment and then approach fabric in a new way then we could do that—keep it approachable. I'm only 29 and Louisa is 25, so I think we also wanted to make clothes that we could buy ourselves.
Where did the name come from?
PB: The name came because we were trying to trademark all these names. Originally we wanted it to be Uniform because we loved this idea, 'you're getting your uniform from Uniform,' but we couldn't trademark the word and then someone that was working with us at the time was like why don't we just try and call it Trademark.
LB: It really fit. I think we always wanted, like Pookie said, a uniform. We always wanted a word that could really stand on its own. A lot of people have their own specific uniform; their sort of classic look and a trademark is the same thing.
Who do you have in mind when you are designing?
LB: We always say someone in their 20s, 30s someone who probably lives in a city, someone who isn't afraid to wear the same thing everyday. They know what they want, they have their own look, and they love classic pieces—they like things to last and not be too trend-driven.
You have plans to open a store. Why is the timing good for that and what are your general plans?
LB: We are really excited for the store to open. It's great timing with our Fall 2014 collection. We actually found this space a long time ago and it had never been a retail store before, so it took a lot to get it there. It was an old photo studio and it was a really special space when we found it, but it needed a lot of work. It's been a long process and we are excited for it to finally open and it's perfect timing.
Video: Trademark vs Brand Mark
6 Stylish Nude Wedding Guest Dresses For Summer 2015
Heres Why You Should Be Washing Your Face With Quinoa—And How To Start
Help for Low Testosterone
Why Tempeh Is Incredibly Healthy and Nutritious
Best Backpacks for Every Activity
Kendall Jenner Found You a 34 Dupe of Her Fur-LinedJacket
Promote Hair Growth and Prevent Hair Loss
Poll: Trump won popular vote, say majority of Republicans
Wearing Your Jeans Shorter: How to Wear Cuff Jeans Correctly
How to Buy Silver Stocks
Teslas electric semi track could work wonders for the environment: CHARTS