This is Bode's first time bringing her homeware to market, with all of the pieces exclusive to Maiden Name.
, a recently-launched retail project by David Lê, Alix Freireich, and Jesse Hudnutt, is fairly simple . Lê wanted to evoke the feminist gesture of a woman keeping her given name. Freireich, on the other hand, just wanted to incorporate one of her Netflix passwords, which, she says, "are all iterations of my grandmothers’ maiden names. Plus a number."
The site, which launched in October, isn’t your average direct to consumer homeware brand. The opposite, actually—all of the founders share a disdain for, as David put it, “zombified e-commerce white squares.” For Lê, the world of e-comm had become “soul-deadening”—a homogenized template “that’s a little bit disturbing.
This is Bode’s first time bringing her homeware to market, with all of the pieces exclusive to Maiden Name. In this case, the team’s curation work began while the products were in development. Maiden Name collaborated closely with Bode, helping to pick the textiles and sizes of the pillows. ”[They chose] textiles they thought would go well with their current offering and the aesthetics with the new concept store,” Bode explains.
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