In this send: Western went from a trend to a full-on category. A look at one brand/retailer that is winning the Wild Western Wear and a trend I think could become a category next. Plus: cashmere airport outfits, fancy shearling shoes, new stripes or vintage Gap stripes?, Trunk Shows to know, sales sales sales, Tecovas, the Annie boot, Gilt, 260 Sample Sale, and HBD to Naghedi.
🛍️ Quick note: I write a lot (too much good stuff to share!) If you’re reading via email only, you may need to click through to the web version or read on the Substack app. I promise it will be worth it. 🛍️
The Rundown
Fresh Receipts — Negative feels positive about cashmere, more shearling shoes, and a personalized tote bag perfect for gifting
Sales Alert — ahead of Black Friday (and November) sales to capture your attention now
How the West(ern) Became More Than a Trend — Tecovas rounds-up the category
In My Feed — my thoughts on AI pricing, samples sales, and Polo Fest.
Fresh Receipts
Negative, the intimates and loungewear brand that is most known for their gauzy, ribbed, slightly sheer, lounge sets (track pants, henley — the two hero styles) is leveling up with more of a cashmere assortment. They have 7 new styles available in two colors. A charcoal and oatmeal in: polo, cardigan, jogger, beanie, triangle scarf (every brand will have this item this year. I started a Good — Better — Best tracker), socks and a lounge sock for a slouchier fit. A basic cashmere ‘fit will cost you $900 whereas the whipped ‘fit is around $333. But comparing this to other cashmere sets (this easily feels like the cashmere airplane outfit look) Suzie Kondi is $1520 (pants, sweater) and Kilte has a washable cashmere set for $635. Negative seems to be positioning themselves as the Better option in the rankings here. I expect to see these sets pushed for Holiday travel. Have at it.
These by Malene Birger shearling mules are fancy, almost decadent! (And would be perfectly styled with a cashmere set.) Also a pair of Valentino shearling lined loafers. I’ve been tracking the trend of the shearling + leather combo, seeing shoes go from casual shearling slippers and Ugg style shoes to office appropriate and an everyday elegance. This pair of Ancient Greek Sandals is more of the casual Ugg style, and Tod’s designed an upgraded version of a shearling boot. Plus shearling lined desert boot for men. All this is recapped in the Forecast: Fancy Shearling Lined Shoes (see recap of the trend here too).
For $975 you can buy the Suzie Kondi stripes Kismet sweater. Or spend $800 on the “vintage” Gap 1999 stripe sweater.
This unique find is perfect for gift giving, especially if you have a real artist’s eye. Brigitte Tanaka organza bags with your own personalized designs.
These Saint Laurent loafers shipped exclusively early to NAP but already sold out. More coming soon.
Plan Ahead:
Marfa Stance, the buildable utility jackets, is hosting a trunk show in L.A. with Jane Herman from The Only Jane with her new jeans and t-shirts. At the +Coop at 7278 Beverly Blvd on October 29th and 30th. More details here.
Attersee is hosting jewelry designer William Welstead at their NYC Upper East Side studio also on October 29th and 30th. Book an appointment.
Chava Studio will be in San Francisco November 5th - 7th. I just booked my appointment! More details here.
Sales Alert
Sunday I published my deep dive into Q4, specifically planning and organizing around Holiday 2026. The Retail 101 looks at where the holidays fall this year and where sales events are likely to pop. I mentioned that this year I think we will feel it even earlier and sure enough, pre-Halloween we’ve got the prices dropping.
Retail 101: The 2026 Holiday Calendar
Consider this your Holiday planning guide. If you are in the retail industry we will have fun getting into the weeds together — fashion nerds unite! If you are an influencer, creator, stylist, or personal shopper you can use this to help guide your work. And aren’t we all shoppers? For those that are shopping I’m bringing you into the stockroom to explain why we retailers think the way we do. Sure, some things should change (okay, fine, many things…) and there is always a case of last-year-itis but this helps explain where we get these retail quirks from.
A few sales to shop and see where the promotions are trending this fall/winter season.
Shopbop: A 40 percent off assortment is available now for three days. Burgundy Liffner tote bag, EB Denim mid rise flare jeans, if you are looking for a faux fur jacket try this Stand coat before the cold even hits, or a more classic Favorite Daughter long coat, I’m a huge fan of the fit of Agolde and their denim rarely goes on sale in (almost) full size runs, the Alex Mill Chiltern Barn Coat, or a Reformation LBD for any holiday occasion.
Naadam’s Friends & Family Sale: On sale now through October 29th. Women’s and Men’s cashmere is 25 percent off plus an additional 10 percent off for $300 or more.
Friends of the brand: Ann Taylor is having a friends of (aka Friends & Family) sale with 30 percent off.
A sale and a question for you: Veronica Beard has 25 percent off fall favorites which includes many new sweaters. After the Dezso Instagram Call-Out fall-out, Veronica Beard has removed all commenting from their social media. I want to know if you think that kind of backlash feels warranted?
And get your cart ready: Sephora’s big savings event starts October 29th. I’ve got 5 promo codes for readers to enjoy a 20% off offer. The first five readers to comment requesting will get one. What’s in my Sephora cart? A new foundation brush, the lip gloss I like and I’m out of, and plenty of gift sets since that is what my daughter loves for gifts for herself and to give to friends. Stocking up my stash.
Lassoing a New Category
First we had preppy with rugby stripes, strands of pearls, and country club attire. Now whether it is in trend or not, many people always wear elements of this look. Western is that now. After seasons of mentioning western as a trend it just is. And not just in Texas. Last month Tecovas opened in Williamsburg in Brooklyn.
I spoke to Tecovas SVP of Brand Marketing, Samantha Fodrowski, about the Western Trend Category, how they have expanded deeper in their merchandising and outside of just the south and western parts of the United States. I also have a flicker of an idea of what could be the next trend that becomes a full-blown capital C Category based on what I’m seeing now. 🔮
