This viral luxury basics brand just became even harder to ignore

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This viral luxury basics brand just became even harder to ignore

thestreet.com/retail/this-viral-luxury-basics-brand-just-became-even-harder-to-ignore

I’ve scrolled past the ads more times than I can count.
Muted tones. Minimalist styling. Big promises about quality and price.
At first glance, it looked like just another DTC basics brand. One of those Instagram-fueled startups trying to sell me the idea of an elevated capsule…

This story appeared on thestreet.com, 2025-07-30 22:37:00.