.JonathanSimkhai is debuting a capsule of low-impact essentials that will be a “stepping stone” toward more sustainable practices across his entire business.
, a capsule of low-impact essentials. Described by the designer as a “stepping stone” toward implementing better practices across his entire business, Standard is comprised of T-shirts, jeans, slip dresses, and fine-gauge knits, all at a lower price point than his main line: Tops start at $100, and jeans hover in the $300 range.
Like many of his American peers, Simkhai’s mid-sized label exists somewhere between “indie darling” and establishment brand; it isn’t new, but it also hasn’t gone corporate, and he made a name for himself years before the industry was looking into designers’ supply chains.
It’s an interesting moment to launch anything new, but the timing is unexpectedly working in his favor. Simkhai began developing Standard right before the pandemic, but the clothes are meeting women’s needs right now: comfortable, versatile, trend-proof items to wear at home or on the go. “During resort market, we were able to absorb the dip in sales [for our main line] because there was so much interest in Standard,” he says.
Fans of Simkhai’s flounced skirts and lace dresses might be surprised by how minimal the Standard offering is. Devoid of bold colors or embellishments, it’s sleek and pared-back with just a touch of his signature sex appeal.
Beyond those tangible changes, Simkhai hopes Standard will start a conversation with his customers about timeless design and value. “It isn’t about new, new, new,” he says. His general aesthetic is leaning in that direction, too, for both Standard and his runway collection: “I’m gravitating toward cleaner, streamlined pieces that don’t feel fussy, and items with longevity,” he says. “I think that came from working on Standard.
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