Deep Dive: Week of June 15th, 2026 - Onitsuka Tigers on the loose & Peptides Gold Rush
Collabs, launches, and the shoe brand you'll want to know more about.
Hey all — This weekend is Father’s Day and according to the National Retail Federation we are spending a record $27.9 billion versus last year’s record of $24 billion. But over 17 percent of that spend is going towards a special outing versus products. World Cup tickets?
In this send: There are so many sports collabs — World Cup, Knicks excitement — but the one that broke through the buzz in my algorithm was Reformation x Umbro. Even though it isn’t the only retailer that Umbro partnered with this season. I have an idea why it broke through. I also have a few thoughts on the latest smart eyewear, but I don’t think this is something the retail and fashion industries have on their radar yet.
Behind the paywall: Asics spins off Onitsuka Tiger, the why and what it could mean. Peptides are a big business, how will retail be impacted?
Plus: Westman Atelier, Alex Mill, the Selene, Pink Palm Puff, metallic vamp, Specs, The Vineyard, Jude, toe cleavage, ShopMy and oh so much more.
New Collabs
New Launches
New Store Openings & Pop-Ups
Label Check — Jude
The Business Section — Onitsuka Tigers & Peptides
People in the News
What Else I Loved
I’m sure there is someone you want to talk retail with. Or peptides. Make sure you send this to them so you can discuss.
New Collabs
The collab with the most buzz this week has to be Reformation x Umbro. In a season where other retailers have also collabed with Umbro (American Eagle and Urban Outfitters) why did this one get the most buzz? Original styles that have the right amount of mix of the two – from lace detail shorts (lace? Umbro!) and a fitted cotton mini dress.
Alex Mill x Margaux latest collab (they connected in the fall as well.) The criss-cross flat sandal is versatile and the red satin is a fun pop that I noticed at Emme Parsons and Reformation too. The silhouette for the collab, the Selene, is a style that Margaux has leaned into for summer with 13 SKUs (heels and flats) and a new campaign featuring Actress/Singer Denee Benton and Substacker/Market Editor Amanda Lee Burkett.
Tressé x Havaianas flip-flop collab won’t ship until August and is already selling out.
Converse x Collina Strada sold out quickly in the key colorful and whimsical styles.
Gen Z-Alpha collab between Pottery Barn Teen x Pink Palm Puff launching on Thursday 6/18. If you aren’t familiar with PPP it’s okay, I’ve got you covered. It is one of those sweatshirt brands that the kids love (à la Dandy Worldwide, White Fox, Parke, etc.) So pre-college BTS (back to school) season and for teens this is a collab that the teens will be very excited about. PBT has previously collabed with LoveShackFancy and Roller Rabbit and this feels like the same customer. These collabs sometimes feel more like a licensing deal versus anything else.
Williams-Sonoma x Hill House Home, but I’ll share more on this collab next week.
New Launches
Westman Atelier Pore Refining Complex Serum, the brand’s first overnight treatment expands their skincare assortment. The launch is today. The product details shares that is it to refine pores and smooth texture. It helps to fade dark spots and control oil production. You wouldn’t use with make-up during the day but it works well with other skincare products and under a moisturizer. It’s launching first on the WA site and will launch in Sephora in August. (P.S. I’m a fan of a lot of the Westman Atelier products and created a round-up of my favorite items here.)
Merit Beauty, the easy 5 minutes on a treadmill for busy millennial women make-up brand, is launching a mascara. It was only a matter of time after they went for the brows.
Dries Van Noten just launched lip balms and they are chic. Fancy, and at $85, a special gift for someone who deserves an upgrade. The shades are so good. The frosted blue reminds me of Chanel’s metallic vamp.
Line Sheet reported that Toteme is launching Men’s.
Did you notice that Rothy’s “perfected” their loafer? What changed? An arch support insole and a “pegged” outsole. I also sent a link to this fisherman sandal as a suggestion to a friend for a summer-vacation-city-exploring sandal (is that a category??)
Monastery, a skincare line with fewer, better ingredients and clinical level performance, launched at Violet Grey. I had such a relaxing and refreshing facial at their spa/store in Noe Valley, San Francisco. Reminder I should treat myself to another one.
Snap Inc Specs went from this, to this. The headline about their stock isn’t great, but looking at the 5 year trend is ouch. Snap went really bold compared to Ray-ban Metas and Warby Parker x Google x Samsung. Interesting that Snap didn’t partner with an optical brand.
New deliveries I spied: The Row Astra in canvas. Dries Van Noten sneakers get even sleeker, and here, and here panelled. And a Dries high top. And add a brooch to your laces.
New Store Openings & Pop-Ups
Alex Mill opened on Martha’s Vineyard in Edgartown for the summer. The Vineyard is all set for a tote summer.
Violet Grey is opening in the Palisades Village in L.A.
A fun round-up this week. Images courtesy of the brands featured.
Label Check
Label Check is a recurring series where I will break down the brands you keep seeing and want to know more about. I’m often asked “what is this brand?” Consider this your cheat sheet.
Jude is a European shoe brand with items to be conversation starters but not in a gimmicky way. The pump looks like a simple, classic style but there is something special and beautiful about the curves. It sits in a specific price point above contemporary brands but less than true luxury (most in the $600 - $1000 range.) Alongside brands like Aeyde, Le Monde Beryl, Jamie Haller, and Emme Parsons. The quality is there and the design is thoughtful.
Behind the brand: Jude launched in late 2024 founded by Jurgita Dileviciute and Denitsa Bumbarova (the name comes from the first letters of each of their names.) Bumbarova co-founded and was the Creative Director at the label By Far. Dileviciute founded 213A, a design and production studio for home goods. They are based in Paris, the shoes are made in Portugal with Italian and French leathers.
Where you’ve seen it: Jude is carried at The Webster, Harvey Nichols, FWRD, MyTheresa, and Net-a-Porter. On the feet of: Nicole Kidman, Kim Kardashian, Chloë Sevigny, Tracee Ellis Ross, Emma Stone, Ruth Negga…
Hero Styles: Date Cutout Mules with a tiny bit of toe cleavage, Haze Sandal, Haze pump, flip flops exclusive to FWRD, Cave boots, and the new Yaga thong wedges.
