![[Highlight] Bestsellers](http://staging.auratenewyork.com/cdn/shop/collections/classics_750x.jpg?v=1570224556)
Living and working in New York City, we get to experience an abundance of creativity from businesses that push the envelope. From modern art galleries dotting the streets of Chelsea and the Lower East Side, to secret bars waiting to be discovered behind hidden doors of the East and West Villages, there is no shortage of cool when it comes to the Big Apple. And let’s not forget the fashion - ever an innovative, taste-making city, many fashion brands have started small and made it big in The City That Never Sleeps. Here, we uncover three fashion brands that are well on their way to becoming the next big thing (if they aren’t there already!). And like AUrate, these brands were founded by incredibly astute women and are direct-to-consumer, meaning you won’t need to spend your whole paycheck to channel that effortlessly cool NYC style. There’s no denying, we are in very good company in this fine city of ours.
NEGATIVE UNDERWEAR
A self-described “minimal lingerie brand”, Negative was born out of the realization that most lingerie companies are run by men. Friends Lauren Schwab and Marissa Vosper decided drastic change was needed, and therefore founded Negative as one of the few lingerie brands created for women, by women. Focusing on quality, style and comfort, Negative offers collections for everyday living with carefully crafted designs that are accessibly priced. If you like your underwear comfortable, stylish and without the frills, then Negative is for you. Personally, we love the Sieve Balconette Bra - with its simple yet sexy stylings and oh-so-comfortable construction, it’s the kind of bra you will never want to take off.
RALLIER
With a modern take on foundational, or uniform, dressing, Rallier is your go-to brand for dresses that work just as well in the office as they do for weekend brunch. Reinterpreting styles into modern classics, the high-quality materials used to create these designs ensure longevity season after season, but with an aesthetic that remains consistently fresh. Rallier’s founder, Olivia Rose Wright, used her background in fashion to launch the brand after learning that millions of girls are denied access to education due in large part to a lack of school uniforms. So for every Rallier dress purchased, a donation is made to Shining Hope for Communities, a charity that provides school uniforms for girls in regions plagued by gender inequality. Our current favorite is the Navy Sasha Dress. Fabricated in Italian wool, it’s a sleek, sophisticated style that instantly elevates your wardrobe.
INDUSTRY STANDARD
We all know the perils of trying to find the perfect fitting pair of jeans, which is where Industry Standard comes in. Conceived with the vision of “making the perfect pair of jeans for a price that wouldn't break the bank”, Industry Standard offers premium quality denim without the premium price point. Founded by Nicole Najafi after struggling herself to find a pair of jeans with a reasonable price tag, this denim line is designed in NYC, made in LA, and works hard to keep its shape and complement the female figure. And thanks to just the right amount of stretch, Industry Standard jeans are comfortable enough to live in every day - we just about sleep in our Margot’s! Plus, for just $15, you can personalize your denim with custom embroidery. Pretty cool, huh?
Want to get up close and personal with each of these trailblazing brands? Visit our showroom this Saturday, December 3rd from 10am - 6pm for an exclusive showroom event hosted by AUrate. Featuring the collections of Negative, Rallier, Industry Standard, and of course, AUrate, this is one fashion insider event you do not want to miss.
