Post-normcore, anti-basic minimalism.

thai mattress

Did I ever mention my love for Jean Touitou (the founder of A.P.C.)?  Everything this man says about his penchant for wardrobe basics is outrageously genius.

He’s been out promoting his new book Transmission published on the 30th anniversary of the fashion label.  I can’t wait to read it, but I’m holding out for used copies to become available.  This recent New Yorker article on the topic validates my excitement for, and enormous amount of time and effort spent, over seemingly boring-ass clothes.

Have you read this other New Yorker article on Everlane?  I never really paid attention to how the brand creates clothes for specific “use cases”, but can see that now, and in my eyes the whole utilitarian factor is a plus.  Fashion should be stripped of fashion.  Our over saturated stressed out millennial minds can’t really bear any more.

And finally, just a few sensible household things I purchased recently:

  1. This electric sweater de-piller with a beautiful minimalist aesthetic of course.
  2. The simplest cold brew coffee maker in a classic mason jar, to make a week’s worth of coffee without the fuss of filters or cords.  Although it’s marketed for cold brew, I use it for hot brews without any issues.
  3. And a dozen 8 oz. wide mouth mason jars, which is the perfect size for so many uses around the home:  cocktails, food prep, coffee, tea, snacks, beauty supplies, or simply use it as an extra measuring cup.
  4. A thai floor mattress made out of 100% natural materials (pictured above).  Bought to replace my old barely functioning air mattress.  Just roll it up and put it away when not in use.  When you’re ready to dump it, you can bury the thing in your backyard as compost.

5 thoughts on “Post-normcore, anti-basic minimalism.

  1. Really interesting article on Everlane, thank you for the link! Reading about how their design process is interesting. (I’ve found a lot of the resulting recent styles very odd, but it’s certainly a different approach and seems to have resulted in a few products that people really like or are pretty unique.)

    I’m probably going through a phase where I’m unusually suspicious of startup, disruption-type companies at the moment. I’m super-susceptible to the marketing of companies like that, but have generally found that I’m not getting great value for what I’m paying.


    1. Hi Xin, I like what you’re writing over at invincible summer! So glad you commented. Anyway I agree about a lot of the designs being off lately. I had several misses, but find myself going back because the clothes are affordable enough, and there’s not an overwhelming amount of options to browse through. And the biggest thing for me is the very detailed size guide. Now that there are many more reviews posted, it’s been a little easier to weed out the bad stuff. But anyway, I love that you’re writing with a lawyers perspective on clothes!


  2. That’s a timely article; I just heard an advertisement for Everlane on a podcast. I usually half tune out the ads, and I did sort of a double take on that one. “Did I hear that right? Is EVERLANE advertising? On a podcast?” It was odd. I really wanted to support Everlane, but after trying three or four tees that went straight to the gym drawer, I’ve mostly given up on their garments. I just don’t have the right body type, I guess.

    I do own one of their Petra market totes and it is my Official Travel Bag. I love it because it’s big enough to cart around everything I need to carry on an airplane, but the style is sleek so I can also get away with using it as a purse once I get to my destination (despite being somewhat oversized). I’ve been using it for two years and there’s nary a scratch on the leather. Even the corners are in great condition. I’m really impressed with its performance, especially considering how many times the bag has been shoved into an x-ray machine or squeezed under the next person’s seat on an airplane.


    1. Really? I’ve never heard one either. Which podcast was it? EL is definitely a good place to go for gym basics lol even if that wasn’t the intended purpose. Most of the things I buy are tees, sweatpants, or shorts that I wear around the house or to the park, but that’s such a big part of my life, I feel EL is good enough for that purpose. Good to know about the petra tote. It does seem like the big price tag items/leather goods end up being high quality stuff by other people’s accounts.


      1. I don’t recall which podcast, but what I do remember was it seemed very out of character for the host… definitely aimed toward the listener demographic vs. being something the host could believably shill.


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