Staud expands beyond fashion, launches home goods collection

The Lifestyle brand Staud, known for its effortlessly cool aesthetic and devoted following, is making a significant move beyond apparel. Today, the Los Angeles-based label unveils Staud Home, a debut collection of ceramics, leather goods, and textiles that aims to capture the same elusive, yet instantly recognizable, vibe that has defined the brand’s success.

A natural progression for a cult following

For over a decade, Sarah Staudinger and George Augusto have cultivated a brand that transcends mere clothing. It’s an archetype: the “Staud girl.” She's a woman who embodies a mix of eclectic confidence and timeless elegance, prioritizing personal style over fleeting trends. Think acid rock playlists, a penchant for Neptune Papers, and a discerning taste for corpinnat—a Lifestyle distilled into a brand. This expansion into homewares feels less like a pivot and more like a logical extension of that carefully crafted identity.

“It’s something I have wanted to launch for years,” Staudinger told Vogue, highlighting a gap she perceived in the home goods market.