Tory Burch Goes Hipster?

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Photo: Patrick McMullan

Tory Burch, meet hipsters. Hipsters, meet Tory Burch. It sounds like the recent CFDA award winner hopes to expand her clientele to include more of the L-train demographic. Nylon reports she's hired Surface 2 Air as creative consultants:

The Paris-based label with fans in the art, hip-hop, and scenester world is moving into Tory's studio, with creative director offering himself to Tory as a downtown "guru" for the brand.


We'd think Burch would understand some of downtown pretty well since her store's in Nolita, but nonetheless this is an exciting development! We never pegged her as edgy, but she must be more versatile than we thought. Surface 2 Air has previously done illustrations for Marc Jacobs's spring 2007 collection. Images on their own T-shirt line include skulls and tigers. Realistically, we can see them coming up with some fabric illustrations for Burch, like they did for Jacobs. But in our wildest fantasies, she'll ditch the preps and deck out mussy-haired models in jungle print and Arden Wohl–style head wraps. Williamsburg would be all over that.

SURFACE 2 TORY [Nylon]