Staud

since 2015 : The Cult of Cool, Born in Los Angeles

STAUD was founded in 2015 by Sarah Staudinger and George Augusto, two creative minds who set out to redefine what contemporary fashion could be. Raised in Los Angeles in a family immersed in design, Sarah grew up surrounded by style. After studying at The New School in New York and working as Fashion Director at Reformation, she returned to Los Angeles with a clear vision.

 

She and Augusto saw a gap in the market. Fashion was split between ultra-expensive luxury labels and low-quality fast trends. STAUD would sit in the middle, creating well-designed, versatile pieces that felt luxurious yet remained accessible. Their mission was rooted in balance: stylish but wearable, elevated but not intimidating, aspirational yet inclusive.

 

 

 

 

Design DNA and Product Evolution

 

STAUD’s aesthetic blends vintage references with modern ease. Clean lines and effortless wearability soften ruffles, structured tailoring, and retro silhouettes, creating a look that is both modern and timeless. This combination has created a signature look that feels playful but refined, polished enough for the city yet relaxed enough for the coast.

Accessories quickly became a breakout category. The Moreau bucket bag and Tommy bag became instant icons, spotted on influencers and celebrities from Kendall Jenner to Selena Gomez. Building on this momentum, STAUD has expanded into footwear, accessories, and sub-lines like Staud Sport, as well as collaborations with brands such as New Balance and Birkenstock. Their runway shows, including Fall 2025 Ready-to-Wear and Resort 2026, continue to showcase their evolving yet consistent design language.

 

 

Brand Identity and Cultural Influence

 

STAUD has cultivated a powerful brand image that embodies the “cool girl” aesthetic. Their presence on social media is sharp and curated, with cohesive lookbooks, refined visual storytelling, and styling that builds a world around the clothes. This branding prowess, paired with strong product design, has turned STAUD into a cult label within the Instagram era.

 

The brand positions itself as accessible luxury, more premium than fast fashion yet far below high-fashion price points. This middle ground has been key to their success, appealing to consumers who seek quality and style without prohibitive pricing. They began primarily as a direct-to-consumer brand, which provided them with tight feedback loops and brand control. They later expanded into select wholesale channels while maintaining their unique identity.

 

 

 

 

Milestones and Collaborations

 

STAUD has steadily expanded its physical presence. Their flagship Melrose Place store in Los Angeles opened around 2021, and in 2022, they launched their first New York SoHo boutique, both of which were designed as experiential spaces featuring warm textures, such as bouclé and velvet.

 

Collaborations have amplified their reach. The New Balance x Staud capsule merged performance wear with STAUD’s distinct aesthetic, while the Birkenstock partnership introduced playful, polished sandals to their lineup. These collaborations allow STAUD to reach new audiences while staying true to its DNA.

 

 

 

Website https://staud.clothing/

Instagram @staud.clothing

Photo staud