OTD (On This Day), founded by John Varvatos, announced the debut of its first season with an omni-channel introduction featuring the launch of their website and the opening of its flagship SoHo store. For the fall, the gender-inclusive brand presents a synergetic assortment of women, men, and unisex clothing as well as footwear, jewelry, and accessories.
Originating a narrative led by curiosity, creativity, and passion, OTD explores the modern experience of style and its inextricable connections to pop culture: traversing fashion, music, art, sports, film, television, architecture, etc. Through interesting stories that occurred “on this day” in the past, new stories are sparked in the here and now.
Storytelling is fundamental to the brand message, “As individuals, we instinctively create stories that define our past, allow us to make sense of the present and propel us into the future,” commented James Schuck, senior director of social media and special projects.
“In real-life everyday communications, storytelling not only reinforces and enhances our own personal narratives, it provokes opinions, interpretations and ideas. The crux of the message is: Write your own story, on this day and every day.”
OTD creates effortless-luxe pieces in elevated, unexpected ways. Their designs recall functionality, control, and tradition, but promote constant change, expression, and ideation. The brand flexes individuality with an ease, being intentional, yet welcome to interpretation. Pieces are ready to be mixed and matched with abandon.
To bring the vision to life, OTD tapped American photographer Mark Seliger. In a studio scene, imagery for autumn’s 2021 season drew on a simple visual concept to strike an impressive sense of energy. Dynamic movements and expressive poses are captured in assertive, yet playful moments to feel focused and eclectic. Unrestrictive compositions occupy the blank space, underscoring themes of possibility and experimentation. Created to reflect the lives of those lived in them, OTD reimagines essential silhouettes to feel fresh and modern.
For women, blazers, oversized knits and plaid overalls explore the qualities of androgyny. On men and women, tracksuits hit fall wardrobes with a denser, more structured take on sporty, available in interchanging jackets and pants. There are side-striped, racer striped, and multi-striped items, as well as color-blocked and paneled jackets in animal jacquard. In unisex, knits are easy wearing, yet surprisingly elevated. From reversible coats and shirt jackets to an ultra-cozy mohair sweater in 100% linen, the concept, “between-season dressing,” gets a multi-season update.
Function plays with form in sport-inspired pieces like french terry sweats, basketball tanks, and hockey jerseys in sweater constructions. As for jackets and coats, sleek leather informs both biker styles and traditional coat silhouettes. The micro-quilted jackets, a garment-dyed trench and plush velvet puffer style, upholds tactile characteristics. There comes a leisure twist in unrestrictive materials and modern proportions, interchangeably styled with OTD premium-crafted leather sneakers and combat boots. Its refined fabrications and thoughtful details keep the focus on wearability.
With this season’s lineup, OTD cements an existence at the convergence of tailored, sport, and casual cool. The company redefines expectations for style and culture, taking on a perspective as the agents of next. Their collaborations in art and design are available online and in stores.
The launch of the OTD × King Baby jewelry unveils an androgynous range of rings, bracelets, and necklaces. This collection unites the standards of OTD with the artisanship qualities of King Baby. Each piece is made from pure sterling silver, designed and handcrafted in the U.S. In stores, shoppers can purchase an exclusive selection of iconic photography, co-curated by Timothy White × OTD. The project will evolve with each season, like a rotating gallery, reflecting the brand’s innate connection to pop culture.
The brand opened its 4,000 square foot shop in the heart of SoHo, on the corner of Spring and West Broadway. Elements include wide widows open to a bright and airy space, revealing a structural framework of continuous, clean lines, natural light, and minimal concrete floors. The raw and natural elements of the space contain curvaceous design elements such as wavy light fixtures, unexpected pops of color, and a large infinity mirror. Distinct custom-made furniture pieces, two black-and-brass ribbon fixtures, an amorphic organic round table, and a white atomic-era jewelry case, speak to the brand’s penchant for intentional, yet unexpected designs. Coming soon, the brand will open its second location on Sunset Boulevard in West Hollywood, Los Angeles.
