Interview with Sold Out Founders

On Monday, I highlighted Sold Out NYC, my new collection of sweatshirts that I wear every. single. day… — they are just so easy, comfortable, and good looking! Today, we meet the gorgeous, smart, and talented co-founders Kiane and Kate. Take a look, and thank you Kiane and Kate — you are such empowering and inspirational women!!!


Kate and Kiane — and can we talk about how cool, hip, stylish and gorgeous they are? DAMN.




How did you come up with the concept of the brand?


I was producing a fashion event in the Hamptons and was lacking a basics brand to complete the mix. I hunted around but there was nothing that truly turned me on. I figured why not just create exactly what I wanted. I called Kate from the beach and casually asked if she “wanted to make some statement tees for an event”. She was all in and that escalated quickly. By the afternoon we had a domain, an insta account and a brand name. Kate is a creative director and I have a strategy consulting background – so it was never going to be just “making a few tees”.


Why the statements? Because we all need some positivity at this time in the world. We are both Aussies so by default, positivity is part of our DNA. Also, there could not be a more perfect time for woman to have a voice. We want them to feel proud of what they’re saying and look great while doing it.


What is the meaning of the name?


The name is an extension of the brand itself, a simple product truth.


We didn’t want to be driven by existing fashion seasons; we wanted the customers to drive the new product timing themselves. What we produce is deliberately limited edition, so once it’s Sold Out, it is time to move on to the next thing. In today’s landscape it works perfectly for us and for the customer – we can respond to change quickly, and they get to see lots of new and relevant product.


Limited edition.


I know that you two are great longtime friends — has it been hard or easy to work together? Who does what?


Obviously everyone has their moments, but there is almost nothing a laugh and a glass of wine can’t solve! In saying that, there are a few things that really help. First, we have almost perfectly complimentary skill sets so there is a natural division of labor. We implicitly know who will be doing what when we walk out of a meeting. Second (and oh so important), we have 100% trust in one another’s execution. Third, when we are together we are super focused. Given commitments to our families and other projects we know this is non-negotiable. Oh – and we are also absolutely not afraid to get our hands dirty. Plenty of people in the neighborhood have sighted us lugging mannequins to fashion events or hauling boxes of inventory. There is absolutely no room for preciousness – especially in the beginning.


Looks like the best job in the world!


In terms of the sweatshirts, how did you come up with the phrases on them? The fonts? The colors? What is the design process like?


It is certainly a process. The phrases come first. When this occurs there is absolutely wine and there is absolutely cheese. We start brainstorming and let it ruminate before we start to narrow down the list. Fonts and color come next –that’s the fun part, although still a process. It is definitely not quick and it evolves dramatically. We are both perfectionists. Kate once sent me a palette of about 15 pinks to choose from and she hadn’t slept thinking about it. I swear they were exactly the same!


Family and friends are incredible for feedback. We’ll often think we have come up with something brilliant, share it with a few friends and quickly realize – not so much. Befriend us and you are on the hook for multiple texted opinion requests. You have been warned!


A play on words.


You did tees first, now sweatshirts… what is the next product?


Oh how I wish we could tell you! We can’t give everything away.


Two celebrities in the perfect Sold Out NYC shirt after a spin class.


Who is your customer and how do they hear about you?


Our customer is a woman who is comfortable having a voice. She is equally stylish and passionate about comfort (we both live in tees and sweatshirts). She definitely has a sense of humor.


How to hear about it: Instagram will give you everything you need to know about the product and a very strong sense of our brand voice (follow us – it’s a laugh and hopefully even an occasional snort).


A must follow on instagram; colorful, playful, and inspirational.


What has been the biggest reward of starting the business together? The biggest challenge?


The biggest reward: how into it our kids are. They love feeling like there are a part of things. Stacking inventory, “designing” tees. My son’s current life goal is to save for a truck and be the Sold Out delivery guy.


The biggest challenge: time, it is always time. Luckily this business gives us total flexibility. We can go to the school play and put the kids to bed and do the work wherever it fits in between. I will admit though that Kate is a ferocious night owl and worker. A text asking for an opinion at 2am is absolutely not uncommon!


The perfect mixture of the Sold Out tee and some wide legged pants. Classy.


You are both mothers, how do you squeeze the business into your life? And will there be a kids’ capsule at some point?


With great difficulty and a really good attitude! We are both roll-up-our-sleeves kind of gals so we just get it done.


Kids’ capsule – yes, very much yes. Our kids are insisting on it. My daughter asked me if we can attempt to shrink an adult sweatshirt in the dryer for her.


What are your dreams for the company? Do you want to sell to boutique stores, department stores, or straight to the consumer?


The larger objective is to drive a successful, direct-to-consumer business, but we are never going to say no to a sensational wholesale opportunity.


As long as we continue to have fun and create a product that is resonating to women, we’re in it to win it.


Laura Brown, editor of InStyle in one of Sold Out NYC sweatshirts.


Which sweatshirt is your current favorite? And your favorite way to style them?


For me, Femme Féroce. I love the sentiment and am a sucker for red and navy. I love wearing that one tucked into slouchy leather pants with a red lip, a big earring and heels.


Kate loves Je Ne Sais Quoi. She rocks it with a sparkly skirt and heels or a sweatshirt / jeans / runners combo. It’s always killer.


The great new is that sweatshirts and t-shirts are no longer just that. There are no parameters these days for how they can be worn. Don’t be afraid to get creative.



Thank you SO much, Kate and Kiane. To shop their sweatshirts go here. To follow on instgram, go here.




Anika Yael Natori, aka, The Josie Girl

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Greats Royale Shoes

Earlier this Fall, I saw one of my besties with the perfect shoe on, and so….I bought them for myself! They are the perfect luxe, high-end sneaker, with great Italian leather, but at an accessible price point. The brand is Greats, and great indeed they are. They are basic and subtle, but made with the most perfect quality material.


Biffle got the blush perforated version of the shoe.

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Josie Pink Pajamas

Although not a millennial, I looooooove millennial pink. I mean, come on, what is not to love about the perfect blush / pale pink? It is a neutral, but with a tiny surprise, full of romance and hope. And now Josie has not one but TWO perfect pajamas in this delicious color. Both sets are soft, luxurious, comfortable, and desirable.


The color of the moment. A grapefruit shade of apricotty salmon.

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Rachel Comey Earrings

I NEVER EVER EVER EVER take off my studs. They are a part of my ears (body) and just never leave. I shower, run, sleep, and do everything in my studs. But recently, I came across these aceate hoop earrings by Rachel Comey, and they are light, comfortable, hip, and easy….I love them and actually think I can rotate them into my ear repertoire.


The box. I have always been a fan of Rachel Comey’s clothes, and now I am a fan of her earrings (and for some reason, I love the box that they come in….it’s the small things….)

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Josie Natori RTW Spring 2018 Fashion Presentation BTS

This past Tuesday, my mother-in-law had her Josie Natori Ready to Wear Spring 2018 Fashion Presentation. It was a low-key event with great press and turn out. Every Fashion presentation takes a lot of effort, organization, and design. Enjoy these behind the scene photos!


Great view for the photo shoot.

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Crap Eyewear

Yes I realize that summer is now over so sunglasses are less important. BUT, big but, there is always a time and place to wear sunglasses. I found a pair of sunglasses in June, and they immediately became my favorite pair. They are cheap (although not GAP cheap), good looking enough, durable, and snazzy (super important adjective). And they have the best name, Crap Eyewear. I know, right? The line was born in reaction to the expensive eyewear market, but the glasses are fashion forward and… affordable! Win-win.

Here I am in ny crap eyewear.

Here I am in my Crap Eyewear.

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Currently Loving September 2017

Happy September, happy back to real life! I hope everyone settles in to the fall with ease and peace despite the craze and chaos it tends to bring. I know that I am trying to take one day at a time; better yet, hour to hour. I am not sure how summer disappeared as fast as it did, but I’m happy we created fond and wonderful memories that will forever be in our hearts! That said, here is what I am currently loving!


1. Slides. Yes, I know, shower slides from the 1990s are finally back in. I have been a fan of them the past two summers and have worn them non-stop. I love that they are easy, and go with everything. Although not practical for urban daily city life, I plan on wearing them once again NEXT summer, too. Thank god they are finally in fashion — last year I got a lot of weird looks.


Shower slides.

Shower slides. With no shower.

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CFDA Awards, June 5th, 2017

On Monday, I had the privilege of attending the CFDA Fashion Awards. Although I am not a designer, celebrity, socialite, or someone that anyone cares about seeing, it was fun to get dressed up and attend. The CFDA Awards is basically the Oscars for the Fashion World. My mother in law, Josie Natori, has been a member for forever, but due to her travel schedule, Ken and I went instead. It was a fun evening with great people watching, flowing champagne, and an opportunity to get all dolled up.


My favorite celebrity sightings of the night were Heidi Klum (striking! Amazing) and Gigi Hadid (beautiful -- resembles my daughter!)

My favorite celebrity sightings of the night were Heidi Klum (striking! Amazing) and Gigi Hadid (beautiful — resembles my daughter!)

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Interview with Maisonette

Maisonette, founded by Sylvana Ward Durrett and Luisana Mendoza Roccia, two (beautiful) alums from Vogue, is the new (online) hot destination to buy anything KID. Everything on their site is perfectly curated and tasteful… it makes you want Sylvana and Luisana to be your new BFFs. They are certainly smart, creative, fashionable, gorgeous tastemakers, and their website offers the best of the best of children’s brands — think Net-a-porter for kids. I had the opportunity to interview them, so take a look.



Sylvana and Luisana, and their kids.


How did you come up with the idea for an e-commerce kids site? What was the inspiration?

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Kid Clothing

I have a range of favorite kid clothing: from beautiful-fancy-pants-super-expensive Bonpoint, to cheap-and-trendy Zara. In addition to those retailers, here are some more obscure brands for kids clothes that I currently love and shop. (And sorry in advance for the photos….although I think my kids are super cute, they are not models, so no judgements).




Hip, California cool style. What is not to love? Fun summer clothing for the kids.


This shirt is currently Cruzzie's favorite shirt. It is super soft and comfortable with a good message.

This shirt is currently Cruzzie’s favorite. It is super soft and comfortable with a good message.

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Quickfire Interview with Jaqui Lividini

Thanks to my mother-in-law’s company and industry, I have had the privilege of meeting and socializing with some of her amazing friends and colleagues. Jaqui Lividini is one of the most interesting- beautiful, elegant, ever-so-glamorous, always fashionable and chic, creative, and inspiring. Jaqui runs her firm, Lividini and Co, which is a brand strategy company and works closely with many high profile companies such as QVC, Ellen, Hudson Bay, and many more. She is smart, strong, fierce, sweet, and the most beautifully decked out lady I have ever seen. Anything she wears is perfection. I had the opportunity to do a quick fire interview with her, so take a look!




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Josie Natori RTW SS 2017 Fashion Presentation

What better way to get back into the New York flow from the summer than by attending the Josie Natori SS2017 presentation.  I am in love. Presented at the Waterfall Mansion on the Upper East Side, the collection is airy, earthy, romantic, feminine, summer-y, and modern. Take a look at the pictures.


Rusty earthy colors.

Rusty earthy colors.

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Parisian Crochet Earrings

Handmade + Parisian + Earrings = Victory. Tambour Paris was founded by Etsuko Harada, who was born in Tokyo and began crocheting when she was two years old.  She opened her store in Paris in 2012 in the 11th arrondissement and has a beautiful selection of items. Especially these insanely awesome earrings.


Tambour Paris

Tambour Paris

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Adidas in Paris

In 2014, it was hard to miss the fact that everyone Parisian was wearing Stan Smiths. And sure enough, six months after that, Stan Smiths overtook the USA. Now, Stan Smiths continue to kick a$$ in Paris, but as I learned on my trip to Paris last weekend, everyone is wearing the Adidas SuperStar shoes. So, trust me, order them NOW before they become impossible to find. Everyone rocked the look and made them look so hip and gorgeous. So do it NOW, go buy them.




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Hungarian Embroidered Shirts – Muzungu Sisters

Nothing better than a mother-daughter-matching outfit…  a HUNGARIAN EMBROIDERED mother-daughter-matching outfit!


From my instagram (@ynatori), rocking my Hungarian shirt in Mexico.

From my instagram (@ynatori), rocking my Hungarian shirt in Mexico last week. We were vacationing with my parents in Bucerias. (Truth be told, I thought it was a Mexican shirt and therefore, very #meta of me to be a 1/2 Mexican wearing a Mexican shirt in Mexico. ALAS, le sigh, reality is that I was 1/2 Mexican in Mexico rocking a Hungarian shirt….doesn’t ring the same type of bell… but I still like the shirts.).

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Josie Natori RTW Fall 2016 Fashion Presentation

Josie Natori presented her Fall 2016 Ready-To-Wear Collection this past Wednesday at The Doubles Club (the club where Ken and I had our rehearsal dinner). As always, the presentation was beautifully and elegantly put together. Unlike previous shows or presentations, this was held more like a cocktail party than a typical show (bring on the champagne!).




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Cotelac Leggings

Cotelac, one of my all time favorite brands, is a French company with two stores in NYC (Soho and the Upper East Side). It is very French, but more practical, motherly, rustic, classic than the other French brands I am in love with (Isabel Marant, Roseanna, Maison Olga, Vanessa Bruno, etc…). All of the clothes are machine washable and low maintenance. Each season, I buy a version of the tie dye jean which I can never have too many of. In addition to my new jeans, I also bought a pair of leggings which I am dying over. They are unique but subtle, versatile and comfortable, and perfect for layering in the cold winter months.


I ordered a size 1 to have it baggy at the ankle (typically, I would wear a size 0 in their clothing, but I preferred the looser look to that of tight leggings).

I ordered a size bigger than normal to have it baggy at the ankle

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Natori Feathers T-Back Bra

Ever since the Natori Feathers Bra came out, it has been the *only* bra that I wear. I own a bzillion bras (but of course) and they are all the Feathers Bra (see my love of the Feathers line here and here). HANDS DOWN MY FAVORITE BRA — no competition whatsoever! In the past year, Natori came out with another Feathers Bra, the Feathers T-Back Bra….for whatever reason, I never bought (correction, ordered) it. Unnntillllllll, this weekend, when Sarah Jessica Parker, aka SJP posted herself wearing it.  YUP, now, I need one STAT.


It is actually a video of SJP getting zipped up to make a personal appearance at Bloomingdales, and her bra that is shown is Natori Feathers T-Back!

It is actually a video of SJP getting zipped up to make a personal appearance at Bloomingdales, and her bra that is shown is the Natori Feathers T-Back!

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Criquet Shirts

Everywhere I have turned recently, I have seen a different article on Criquet, a polo shirt company started by two boys from New York City who went to Ken’s alma mater, The Buckley School. As someone tied to both polo shirts (Ken’s preferred clothing choice) and Buckley (not only did Ken attend the school, I taught there for many years, and Cruzzie is now in Kindergarten there), I was instantly intrigued. And boy oh boy, are these shirts a winner! In addition to design, the shirts are distinguished by their hard collars with collar stays, four buttons, bright colors, and 100% cotton. Ken describes the shirts as “niiiiiice” and the “perfect shirt.”
Criquet is based in Austin, of my favorite places in the US!

Criquet is based in Austin, Texas… of my favorite places in the US!

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Josie Natori RTW Spring 2016 Fashion Presentation

With New York Fashion Week in full swing, I was delighted to attend the Spring 2016 Josie Natori Fashion presentation yesterday. It was a striking, beautiful, breathtaking and unique experience. And as always, I am incredibly proud of and impressed by my talented mother-in-law and her whole design team. BRAVO for a fabulous production.  And BRAVO to the team for making the FRONT COVER of Women’s Wear Daily this morning!!!  Read the glowing review here.


The invitation.

The invitation.

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