The Select Guest

Photographs by  Daphne Youree

Photographs by Daphne Youree


Featured 7.29-8.4.19 | They say that scarcity breeds desire, and while the “they” here are often economists speaking about The Scarcity Principle (when limited supply coupled with high demand leaves consumers clamoring for more) or sexperts discussing how that principle works in relationships, what we’re talking about is Sold Out NYC, the fashion startup co-founded in 2017 by Kiane von Mueffling, that keeps deliberately low inventory to stay nimble and current—and also, not by accident — create urgency. It’s a brilliant concept and one that has worked beautifully for the Australian-born entrepreneur who worked in corporate strategy and banking for a decade and knows a thing or two about what makes a fan-worthy brand. Inspired by some of her personal favorites — IKEA (it’s her happy place), SoulCycle (where she spent two years working as an instructor) and M&Ms (a favorite indulgence she always sorts by color) — von Mueffling brought her unmistakable flair to Sold Out’s covetable, comfy statement T-shirt designs and created a business that took a mere two months to turn a profit. From the playful “Done. Next?" to the instantly empowering “Femme Féroce," at its core the brand is a celebration of women, and has landed on the backs of some of our faves (oh, hey Karlie Koss and Naomi Watts). But that’s not the end of the story for von Mueffling — not by a long shot. She’s always got something up her (well-fashioned) sleeve, like collabs with companies such as Bumble, PopSugar, Bobbi Brown and DVF, and initiatives like the current Collection IV which features some serious badass women talking real talk and sharing their own life advice. Thankfully, von Mueffling is just getting started. Indeed, it’s been quite a ride from Down Under to the Upper East Side, (husband and two kids) and we’re here for all of it. Welcome to Kiane’s week.