Kinfolk’s international success spurred cofounder Nathan Williams and company to launch a new brand—the idiosyncratically spelled Ouur—as an overarching retail home for their publishing, home goods, and clothing lines, as well as other projects yet to be conceived. The new mark’s maiden voyage into apparel, a collaboration with Japanese design firm Active Interiors, debuted in Japan over the summer.
“The magazine has changed and evolved a lot,” says Ouur design director Jennifer James Wright. “As time goes on, Ouur will be the parent brand that holds everything we’re doing.” Here’s a snapshot of the thinking behind Ouur’s clothing line, which may make the leap to the US market in spring/summer 2015.
Beautiful Basics: “Given what Kinfolk is all about,” Wright says, “it made sense to focus on great staples—an emphasis on classic silhouettes and a neutral color palette. The look is very contemporary, but also very fundamental.”
Kinfolk Casual: The fall/winter collection, largely designed by Ouur’s Japanese partners, evokes the Portland magazine’s emphasis on contemplative relaxation. “There’s a casualness to the clothes that relates back to Kinfolk’s emphasis on spending time with friends and family, which mostly happens during leisure time.”
Up/Down: At the same time, the pieces definitely echo the magazine’s well-mannered gentility. “A good example is that a simple button-up shirt might be made out of linen for a more casual feel, but also work well for more formal occasions.”
Want more Kinfolk? Find out how a tiny magazine, based behind a bodega on Portland's Northeast MLK, conquered the world in our in-depth Portland Monthly feature.