362: Apparently this was the week to launch your brand

Plus Awooga! tees, iconic nail polish, and opening up the Alex Mill sale to everyone.

Jun 04, 2025

Find a list of only-here discounts up to 25% off in the Magasin Code Index. New additions this week include For Love & Lemons and ZIIP at 10% off.

Apparently summer is a good time to launch your brand, at least according to the many new ones I’ve seen come to market in the last few days. This morning, Ossou, a new denim + essentials project from the founders of Fforme and Erede (both very much at home in this newsletter), came to life. The line-up feels similar to other recently launched denim brand Rúadh, with its structural reimaginings of jeans and made-in-LA bona fides, but with a downtowniness to it that makes me want to say…Aflalo is a closer peer.

Here’s how I’m looking at it: Judging by the PR behind it (Lucien Pages), the creative of the launch images (shot by the Posternaks), and the founders themselves, I wouldn’t be surprised to see the brand court the scene aggressively (i.e. by seeing product) so that, by fall, its telltale gold-silver crescent button is suddenly everywhere.

Two new jewelry ventures came online in the same period. One is Sarah Eisman Studio, a bonkers luxury offering that offers an alternative to shoppers who dress through decision-making more than by heritage—it’s got a tight set of brand codes straight out of the gate: Fabergé egg pendants and ball-link chains. The other is Lais Jewelry, far more accessible sterling silver explorations out of Barcelona.

This evening, I’ll be celebrating the launch of interiors studio Casalta’s first foray into objects—an eponymous homeware selection that includes cutlery, candle holders, and black marble coasters. Dual purpose quotidian elevators and status-y tells, no doubt. And tomorrow, I’ll be fêting the relaunch of knitwear brand Henri, back with collection number two and a sharp cloud of consultants.

To look out for in the coming weeks: In House, a made-to-order brand for severe minimalists. And beyond that, Sander Lak’s just-announced return to the field with a menswear line to be revealed in Paris later this month (still a lot of Sies Marjan priced to sell on TRR if you can’t wait).

What’s new

Maeve T-Shirt in Black with Fox Print STYLED VIEW

The best t-shirt I’ve seen…in years? Ever? This Khaite one. After my aptly cartoonish awooga response seeing it at the preview in the brand’s Soho showroom, it’s finally up on the site along with the rest of PF25.
Last Jamie Haller launch I reported on was these flip flops. I got a pair and just need to say: I’ve never felt this way about a sandal before. More comfortable than you likely believe. They’re navy blue! (And available in red, too.) The leather is unreal. I like that they are simple but instantly differentiated by subtle differences, i.e. the arch-grazing curved panel. BFFOML. Jamie is now back with a newer release: a backless fisherman sandal I can imagine is about to go bananas. If I had a shoe brand, I would want it to be half as good as J.H.
In that same breath, if I had a bag brand, I would want it to be like Métier. Quality off the Richter, but sly and cheeky where more laden luxury often misses. In a cool twist, the brand is now offering a bespoke service on its coupé leather (coupé is to Métier what intrecciato is to Bottega). The process takes about five months. Email customercare@metier.com to inquire.
Nail watch! As opposed to bag watch…or shoe watch…Essie’s Clambake nail lacquer is back via a collab with Wishbone Kitchen, and I already falsely accused Fane’s Laurie-Anne Braun of wearing it on IG Stories (it was Incendiaire by Chanel). Meanwhile, Hermés just put out a limited run of its Les Mains nail polish in what it calls “half tones,” shimmery and translucent and temptingly candy-looking.
Christen, the breakout brand from current Dior, ex-Loewe, Bottega, Céline shoe designer, has landed on SSENSE along with her newest collection. It includes these t-shirt material wedges, something I’ve legitimately never seen before and think is a great portmanteau.
There’s also: The Câllas Milano Jules pants whose lore I shared in my black trouser index are back in stock; and Coucou Intimates’ latest includes an idyllic throw-on cotton voile dress for the unbeatable price of $140.

Men’s releases

Mohawk General Store’s men’s shop is newly reopened after a redesign, and among the new collections is Nanamica’s choicely trimmed SS25—pull cord-hemmed shirts and corduroy collared jackets within.
One for the sporty boys (and not just the sport-as-signifier hive), Bandit Running released its first summer delivery, counting rust-colored shorts in a divisive 3-in length—with side splits!—among the goods.
T-shirt watch! Lady White Co’s category-defining ones are back in stock…news we can all use. Alex Crane rolled out a good selection of short- and long-sleeved versions in microstripes. And have you seen these new Save Khaki ringer tees? I think you should.
A sleek new shoe from our favorite Swedish made-to-measure atelier Saman Amel: the City Loafer.

Home releases

Small but impactful kitchen upgrade was picking up a set of these Jono Pandolfi pasta bowls in colors that were previously exclusive to its roster of restaurant clients (maybe you know Moonflower in New York or Altera in St. Paul).

What’s on sale

Missed our paid subscriber sale on Alex Mill last week? We’ve decided to open it up to the full email list. You can see the style-out here and shop this entire selection for 25% off with MAGASIN25XSL for a couple more days. (Only thing no longer included is the tote—worth it anyway.)
Toteme is having a “private sale” (and who knows, it might actually be one—I don’t remember signing up for its insider program “c/o” and yet I seem to have access…try your hand). My wishlist is all over the place: I want a towel! And an airplane cardigan. And this super fun fringed skirt to wear with a bikini top to vacation dinner. And this remarkable tunic for when I’m behaving. And a simple silk blouse I’d wear probably too often. It’s all 40% off with TOTEMEPRIVATESALE.
Tibi’s EOS sale is on—40 off, and it’s the Italian nylon and tropical wool I’m gravitating to, of course. Lots of under-$300s.
One of the best contemporary swim brands, Lido (more on this soon), is on sale via a Sensoria trunkshow. These are not the dregs of a liquidation, but rather choice pieces and fun to shop in Sensoria’s newsprint formats.
As with all major life decisions, sometimes I talk about a wishlist item for months on end, and then I eventually do something about it. These half-ish off Christopher Esber heels didn’t stand a chance against me in the brand’s end-of-season sale. This lace skirt only barely escaped.
I’m having a very Cawley six months, between my gray suit I’ve worn together and in pieces, the brown leather jacket everyone always comments on, a fabulous pony hair leopard-print one, and the extraordinary bag I plan on bringing with me around Europe from coast to city. And right now everything on the site marked ‘Ready to Ship’ is 30% off with summersale.
A bunch of The Row Selvie pants are 50% off at Bergdorf’s sale. This pair’s under $550. Also, a High Sport t-shirt dress for like 40% off and lots of St. Agni for under $300.
Liffner rolled out early access to its 30% off archive sale, including the belted bucket it’s made into a signature and icon of certain circles, at the unimaginable-to-an-It-bag price of $695, now down to $486 with EARLYACCESS.
Not a site I usually cover, but Desórdre (lotta influencer clothes) is hosting a 40% off sitewise discount, including on already-on-sale items. I added an Aya Muse crochet polo top (that I actually really like) to cart with EOFY, and it went from $777 to $233. Some Wolford in the mix there, too. Good things happening on the New In pages, too, like this brand Understated Leather…and a Magda Butrym bowler bag that feels like it shouldn’t be included in the sale, but is.
There’s also: Swedish Stockings is up to 70% off, including some inner RTW layers; and Norma Kamali is doing a $99 sale today only.

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