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May 21 2024
Surface
Design Dispatch
Why Mara Hoffman shuttered her label, Surface and Kouros Maghsoudi return for round two, and the weed drinks market.
FIRST THIS
“We aim to make the next heirlooms.”
HERE’S THE LATEST

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Citing Fashion’s Impossible Demands, Mara Hoffman Shutters Her Label

What’s Happening: In an open letter published to her brand’s Instagram account over the weekend, the defining name of sustainable womenswear in America revealed that her Spring 2024 collection will be her last, closing up shop just months after winning the CFDA’s Environmental Sustainability Award.

The Download: Last September, during New York Fashion Week, the New York Times got the industry talking with a feature that asked: “Should Making it in Fashion be This Hard?” The story detailed the struggles of Elena Velez, one of fashion’s up-and-coming “it” designers. With a CFDA Emerging Designer Award to her name, a celebrity roster including Rosalía, Solange, and Julia Fox, and a captivating runway show that jolted beleaguered editors from fashion week ennui, Velez seemed to have crossed the threshold from “making it” to “made it.” Yet on the day of her Times interview, a $400 order brought Velez’s checking account from a -$30 balance to $370. In fashion, even with all the right power players on the designer’s side, the industry itself can seem to conspire against all efforts to cultivate a path to sustainable growth.


On Sunday, Mara Hoffman, who has spent the past 24 years paving the way for environmentally sustainable fashion, announced that industry forces had come crashing in on her own reality and that she would close up shop. Far from an up-and-comer, Hoffman has been a symbol of fearless ingenuity in the face of an industry that forces independent makers to operate on a basis of hairline margins, overproduction, and exploitative labor. For her label’s entire lifetime, she’s shunned outside investment. Beginning in 2014, she added petrochemical fibers like polyester to the list, which eventually grew to include wholesale retailing and its inherent overproduction, as well as supply chain practices that precluded Fair Trade certification.

Soon enough, she was playing an active role in shaping legislation to reform the American fashion industry from its home base in New York, all the while educating her customer base on how to shop with their clothes’ longevity in mind. Six months ago, those efforts seemingly culminated in two major milestones for her: the CFDA Award and the release of her Nyssa dress. The first-of-its-kind garment was the result of a collaboration between Hoffman and textile company Circ, which had cracked the code on how to recycle fabrics made from blended fibers. The dress, made from recycled cotton and polyester, was infinitely recyclable with Circ’s process. “It… feels hopeful and signifies that people want to participate in this piece of history in the making,” she told Surface at the time.


So, what happened? A recent Vogue interview revealed that she mulled over the decision to “let go” for several years. In retrospect, the closing of the brand’s Hudson and Lafayette Street boutiques hinted that change, perhaps of great proportion, was in the air.

In Their Own Words: “For anyone in this industry, specifically within the sustainability movement, you are aware that it has been far from easy on so many levels,” Hoffman wrote in the letter posted to her Instagram on Sunday. “We have been fighting for what feels like a long time to make this vision and model work in an industry that I believe deep down in its heart wants to heal and become better. But at the end of the day, its structure is archaic and was never built to prioritize Earth and its inhabitants. It’s no secret that its ‘success’ is still bound to harm, unchecked growth and extraction in so many ways. Although I am choosing to redirect my participation, I remain hopeful that there is potential for positive change.”

Surface Says: Whatever Hoffman sets her sights on next, we can’t wait to see where fashion’s most formidable force for sustainability applies herself.

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What Else Is Happening?

Check-Circle_2x The owners of Library Street Collective have opened Lantern, a cultural hub in Detroit.
Check-Circle_2xJerry Gogosian issues an apology after mocking the name of a Sotheby’s auctioneer.
Check-Circle_2x Apple is reportedly working on a “significantly thinner” iPhone to replace the Plus model.
Check-Circle_2x Embattled art dealer Nino Mier will shutter four of his gallery’s locations in Los Angeles.
Check-Circle_2x After a string of issues, the Dublin–New York portal reopens with new hours and rules.


Have a news story our readers need to see? Write to our editors.

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DESIGNER OF THE DAY


Gustaf Westman’s playful approach to home accessories—think flower-shaped mirrors, spiky cups, and curlicue pendants, all rendered in bold colors and bubbly forms—has earned him a cult following among the Instagram-savvy and anyone who wants to bring a dose of the unexpected into their homes. Intentionally eschewing the pared-down signatures of his Swedish heritage, the up-and-coming designer’s eponymous brand instead favors a more Memphis-adjacent style that’s anything but muted.

CULTURE CLUB

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Surface and Kouros Maghsoudi Return for Round Two at Spring Studios

Last week, Surface co-hosted a cocktail party with Spring Studios to toast Kouros Maghsoudi’s latest addition to his repertoire of hedonistic furniture. An unmistakable highlight of the weeklong NYCxDesign festivities that unfold across New York City each year, the one-night-only celebration reprised last year’s rooftop party and saw more than 500 design-savvy notables come out to celebrate the up-and-coming designer’s entire body of work and the newly unveiled Hug Bed. What better place to recreate that vibe than the sunken living room at Spring Place? Throughout the evening, guests caroused to beats by Meilgaarden and Sterling Juan Diaz that played on Bang & Olufsen speakers while sipping Lallier Champagne and indulging in the night.

When was it? May 16

Where was it? Spring Studios, New York

Who was there? Noam Dvir, Darren Jett, Mark Malecki, Roham Shamekh, Lauren S. Thompson, Vince Patti, Brandi Howe, Celeste Greenberg, Joseph Algieri, and more.

ENDORSEMENT

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Aesop:
Eleos
Hand Balm

The Australian skincare brand’s Resurrection Aromatique Hand Balm—or, the pink one—has become a worldwide cult favorite over the course of its 34-year lifespan. We predict the same outcome for its newly launched sister scent, Eleos. Inside its lilac tube, a gentle fragrance of cedar, patchouli, and clove provides sensorial escape and serious moisture with a matte finish. Fashion a warm-weather fragrance wardrobe by keeping it in rotation with the brand’s Coriander Seed Body Cleanser, Moroccan Neroli Shaving Serum, and Vetiver Root Déoderant. $33

THE LIST

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Member Spotlight: Dinosaur Designs

Since founding Dinosaur Designs more than 30 years ago, Louise Olsen and Stephen Ormandy have created a mini-art movement synonymous with luxury. Creating jewelry and homewares from resin and precious metals, their unique pieces are characterized by a warmth and tactility only possible by making each piece by hand in their studio.

Surface Says: Dinosaur Designs has created a distinctly punchy and colorful point of view with its statement-making fashion and home accessories.

AND FINALLY

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Today’s Attractive Distractions

Beer sellers are using a legal loophole to break into the weed drinks market.

Vanessa Friedman riffs on the impact of trading physical insults in Congress.

The James Webb Telescope detects the earliest known black hole merger.

France’s new scratch-and-sniff postage stamp actually smells like a baguette.

               


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