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Thousands of designers have probably cited Jane Birkin, Françoise Hardy, and Charlotte Gainsbourg as their muses over the years, such is the allure of so-called “French-girl style,” but how many actually make good on that promise?
This week, YSTR, a brand new line out of Los Angeles, threw its hat into the ring with a debut, online-only collection of wear-everywhere jumpsuits, feminine blouses, and perfectly slouchy tees inspired by icons and silhouettes of the past—and you know what? We think Birkin et. al would approve.
“It’s not necessarily the ‘who’ that matters all the time, but the ‘what’ they each have—that je ne sais quoi factor these women all seem to effortlessly exude,” explains Nico, the brand’s head designer. “Our goal is to capture the same soul and create clothes that have the same effortless quality to them.”
Aside from the aesthetic—laid-back, wearable, and feminine, but not at all twee—and the price point—all under $200—the line also boasts some impressive sustainability cred. (Reformation fans, are your ears perking up? They should be!) Every last piece is cut-to-order and produced in their Downtown Los Angeles headquarters, which cuts way, way down on the waste caused by unsold garments. And while this might sound like it would be a headache in terms of lead time, it only takes 3 to 5 days from when you make a purchase to when the pieces are ready to ship—and a little patience is a small price to pay when you’re getting something made especially for you.
“Our goal is simple: to create great clothes while minimizing fashion waste, which is where our cut-to-order technology comes into play,” says April Liang, YSTR’s co-founder and head of production. “Because we are a new company, this is a huge opportunity and advantage for us—we can create an innovative system, implement it from ground zero and optimize it as we grow; large companies that already have concrete, established systems don’t have the opportunity to make quick operational changes like this.”
For you, that means feeling good about what you’re wearing—and maybe passing for one of Pinterest’s favorite fashion icons while you’re at it.