{"id":997532,"date":"2026-08-13T05:31:13","date_gmt":"2026-08-13T05:31:13","guid":{"rendered":"https:\/\/www.europesays.com\/us\/997532\/"},"modified":"2026-08-13T05:31:13","modified_gmt":"2026-08-13T05:31:13","slug":"new-yorks-still-here-is-heading-west","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/us\/997532\/","title":{"rendered":"New York\u2019s Still Here Is Heading West"},"content":{"rendered":"

Bucking trends<\/strong><\/p>\n

Jumping into Hollywood doesn\u2019t mean Still Here will stray from its pared-back product ethos. Eighty-five percent of Still Here\u2019s product mix is denim, and 80% of denim sales are from core styles as opposed to seasonal, more trendy pieces. \u201cIt\u2019s not trend chasing or newness or whatever. It\u2019s just everyday sales,\u201d Maurice says.<\/p>\n

The pair are staunch on the concept of \u201ceveryday dressing\u201d, pieces that can be styled with the jeans: tees, jumpers, jackets. The idea is to give context, Sonia says. But they don\u2019t want to overcomplicate. With the brand\u2019s standard spring\/summer, fall\/winter model, there was no newness in store for four months at a time\u00a0\u2014\u00a0which meant lost sales. The Madison Avenue customer was coming in three weeks after purchasing and asking for new stock, Maurice says.<\/p>\n

But the founders don\u2019t want to pump out more products for the sake of it, so instead of introducing more seasonal styles, they\u2019re changing their product cadence, moving from two drops per year (spring\/summer, fall\/winter) to four (spring, summer, fall, winter). The founders are confident that having new products in store more frequently, with each new collection, will satisfy customers\u2019 desire for fresh products.<\/p>\n

This desire for simplification is reflected across the business: Still Here has never done a collaboration. It doesn\u2019t go on sale (the brand has only ever hosted one sample sale), so don\u2019t expect any Black Friday discounts. Instead, seasonal styles are produced in limited quantities, and once they\u2019re done, they\u2019re done; rarely will they restock. \u201cI hope to be able to maintain this when we have four seasons,\u201d Maurice says.<\/p>\n

The founders are getting used to this new way of thinking. \u201cYou have to put on a different hat, from pushing the rock up the hill and now, in a way, chasing it down,\u201d Maurice says. \u201cBut I think where we\u2019re at now is putting on a different hat to scale, and there\u2019s a lot of excitement around that.\u201d<\/p>\n

Maurice is optimistic that seeing Still Here decamp to LA will drive momentum for the brand\u2019s next chapter. \u201cWe know it can be successful in New York already. Seeing that come to life in other markets is going to be something that energizes us into testing new avenues and states,\u201d he says. \u201cWe see a lot of traction from other major cities across the US. Some of them are mainstays, some of them are seasonal.\u201d<\/p>\n

That said, there\u2019s no set plan for where and when the founders will go next. \u201cWhen we find something we like and something that excites us, we move very quickly,\u201d Maurice says. \u201cWe like connecting with the retail space,\u201d Sonia agrees. \u201cThat\u2019s going to really lead which market we open in, when.\u201d<\/p>\n

More from this author:<\/strong><\/p>\n

Prada Group Grows 7% in Q2 as Prada Outpaces Miu Miu<\/a><\/p>\n

How Jeanerica Is Taking Scandi Denim Global<\/a><\/p>\n

Reformation Spoofs The Big Short\u2019s Bathtub Scene to Seduce Investors<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Bucking trends Jumping into Hollywood doesn\u2019t mean Still Here will stray from its pared-back product ethos. Eighty-five percent…\n","protected":false},"author":3,"featured_media":997533,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[5122],"tags":[5229,217006,5510,405,403,5226,5225,5228,5227,67,586,132,5230,68,2969],"class_list":["post-997532","post","type-post","status-publish","format-standard","has-post-thumbnail","category-new-york","tag-america","tag-denim","tag-latest","tag-new-york","tag-new-york-city","tag-newyork","tag-newyorkcity","tag-ny","tag-nyc","tag-united-states","tag-united-states-of-america","tag-unitedstates","tag-unitedstatesofamerica","tag-us","tag-usa"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@us\/117086564683297694","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/997532","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/comments?post=997532"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/997532\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media\/997533"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media?parent=997532"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/categories?post=997532"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/tags?post=997532"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}