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Making Knitwear Relevant: How Misook is Giving Luxury Fashion a Modern Makeover

Misook | November 14, 2019 | National

In an industry that’s driven by fleeting design whims and fast fashion, sophisticated women with an eye for quality have largely been ignored in recent years. That’s one reason why the latest trend in luxury points toward an unlikely category — knitwear — from an enduring brand whose designers understand the importance of balancing fashion with function.

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A renowned maker of quality-crafted knitwear since 1985, Misook has gained a loyal following of women who appreciate the brand’s flattering cuts, timeless styling, and rich detailing. And increasingly, Misook is also earning a place among the nation’s most coveted clothing lines at luxury retailers ranging from Neiman Marcus to Saks Fifth Avenue and Bloomingdale’s.

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The brand has methodically elevated its status in recent years by focusing on contemporary designs and unique capsule collections while staying true to its commitments to quality, craftsmanship, and sustainability. And that’s an uncommon approach these days, as many designers have noticeably sacrificed their standards in an effort to capture a fickle audience that values superficial style over classic tailoring.

Misook’s secret to success in today’s luxury market seems quite simple: to seize every opportunity to breathe relevance into designs for discerning, time-strapped women.

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The lifestyle of a typical Misook customer is equally fulfilling and demanding. Brand loyalists range from high-powered professionals and dedicated philanthropists to socially connected women whose time is too valuable to spend on aimless shopping excursions or elaborate garment care rituals. At the same time, they understand the importance of looking polished and pulled-together in any situation, whether making an important business presentation or jetting off to a posh resort. That means finding essentials that not only resist fading and wrinkling, but also infuse current trends into timeless, flattering fashions.

Offerings incorporate both wardrobe essentials and statement pieces including jackets, blouses, pants, and dresses that are made to mix, match and layer with other Misook garments or favorite pieces that the customer already owns. Each month, the brand produces a new collection in limited quantities with unique color stories, design themes, and luxe accents. And most items are machine washable or hand washable, which saves a trip to the dry cleaner.

So, if you’re looking to elevate your wardrobe this season with some investment pieces that will remain relevant and beautiful for years to come, look no further than Misook.

Misook is available at Neiman Marcus, Saks Fifth Avenue, and Bloomingdales and at misook.com.



Photography by: Misook