Staud expands beyond fashion, launches home goods line
The brand known for its effortlessly cool aesthetic and instantly recognizable “a girl” identity is making a move into interiors. Staud, the Los Angeles-based label, has officially launched Staud Home, a collection of ceramics, leather goods, and textiles that aims to capture the same discerning sensibility it’s cultivated in the fashion world.
A natural progression for a defined aesthetic
For over a decade, Sarah Staudinger and George Augusto have built Staud into a Lifestyle brand, not just a clothing label. Their success, evidenced by ventures into sportswear and denim, and collaborations with brands like New Balance, Birkenstocks, and Keds, has consistently expanded the brand's reach. But the move into homewares, as Staudinger explains, feels particularly significant. “It’s something I have wanted to launch for years,” she told Vogue, “not only because it’s a natural progression from our accessories and brand DNA, but because I’ve personally felt there is a gap in home goods for our customer.”
The collection focuses on everyday objects elevated—a coaster with a distinctive patina, a key tray that functions as an ashtray. The guiding principle, according to Staudinger, is to treat “every living space like a canvas, one that’s never quite finished.” This echoes her personal style, a dynamic mix of moods and moments, equally comfortable in a surf tee or a beaded mini.
The design process itself, Staudinger reveals, mirrors her approach to fashion: a blend of personal creation, inspiration from collected pieces, and a pursuit of the unexpected. A flea market find, a quirky sheep sculpture initially dismissed by her husband, ultimately became a key design element—inspiring a ceramic vase featuring the same motif, a nod to François-Xavier Lalanne’s work and the iconic sheep imagery of Yves Saint Laurent.
The initial collection offers a range of items, from crinkled ceramic wall art and leather vases to practical pieces like bookends, placemats, and coasters—all characterized by subtle imperfections. “Nothing in your home or in fashion should feel too perfect,” Staudinger asserts. “It’s boring and lacks personality.” The color palettes for the leather goods draw directly from Staud’s signature handbags, offering a cohesive aesthetic across categories.
Beyond the tangible goods, Staud Home introduces “Henry,” a ceramic face the designer created during a recent studio session, intended to evoke a feeling of understated joy—a subtle nod, rather than a loud declaration of happiness. The collection, priced from $75 to $2500, is available now exclusively at Staud stores and on the brand’s website. The brand's expansion isn't just about selling objects; it's about curating an entire experience—a tangible manifestation of the “Staud girl’s” evolving world.