Staud’s First-Ever Home Collection Is Crafty and Cool

In fashion metrics, if your brand name can end with words like “a” and “girl,” and the aesthetic is instantly recognizable, you’ve created a lifestyle. Let’s try it out: Consider the Staud girl. You already have an image in your mind. A bit eclectic, certainly not against individual pieces, but equally familiar with the classics. She pays more attention to dressing according to her mood than dress code, and likes to wear surf T-shirts and denim Bermudas, as well as beaded miniskirts and small heels. She probably listens to acid rock, definitely reads Neptune Papersand occasionally have a drink.

Given this unique identity, it was only a matter of time before Staud branched out into homewares, further establishing itself as an archetype rather than just a brand. Today, Staud Home launches a collection of ceramics, leather goods and textiles, marking the Los Angeles-based brand’s first foray into the category.

More than a decade has passed since Sarah Staudinger and George Augusto introduced Staudinger. Since then, the brand has been wildly successful, launching new categories like sportswear and denim, collaborating with New Balance, Birkenstocks and Keds, and even launching a capsule collection for St. Regis Hotels. Yet despite a seemingly steady stream of collection launches, new store openings and impressive revenue milestones, Homewares is an especially important moment for Staudinger.

“This is something I’ve been wanting to launch for years,” she said Fashion”, “Not only because it’s a natural progression of our accessories and brand DNA, but also because I personally feel there’s a gap for our customers when it comes to homewares. “The items she’s referring to are the kind of everyday items that can fluidly double as decorative pieces, like a coaster with the perfect patina, or a key tray enjoying a second life as an ashtray. “This home collection treats every living space as a canvas,” she says, “a piece that is never finished.” “