In fashion metrics, if the name of your brand can be bookended with the words “a” and “girl” and the aesthetic is immediately known, you’ve created a lifestyle. Let’s try it: consider a Staud girl. You already have an image in your head. A bit eclectic, certainly not averse to statement pieces, but equally acquainted with the classics. More interested in dressing for her mood than for the dress code, and just as likely to show up in a surf tee and denim bermudas as a beaded mini and kitten heels. She probably listens to acid rock, definitely reads Neptune Papers, and has been known to sip a corpinnat on occasion.
Given that distinct identity, it was only a matter of time before Staud arrived at homewares, further establishing itself as an archetype more than a brand. Today, Staud Home launches with a collection of ceramics, leather goods, and textile pieces, marking the first foray into the category for this LA-based label.
Photo: Courtesy of Staud
It’s been a little over a decade since Sarah Staudinger and George Augusto introduced Staud. Since then, the success has been stratospheric, with new categories like sport and denim, collaborations with New Balance, Birkenstocks, and Keds, and even a capsule for St. Regis Hotels. But despite the seemingly constant stream of collection launches, store openings, and impressive revenue milestones, homewares was an especially significant moment for Staudinger.
“It’s something I have wanted to launch for years,” she tells Vogue, “not only because it’s a natural progression from our accessories and brand DNA, but because I’ve personally felt there is a gap in home goods for our customer.” The goods she refers to are the kind of everyday objects that so fluidly double as decor, like a coaster with the perfect patina, or a key tray that enjoys a second life as an ashtray. “This home collection treats every living space like a canvas,” she says, “one that’s never quite finished.”
Photo: Courtesy of Staud
