In the ever-evolving world of elevated essentials, ATM—the label known for its signature slub jersey and understated luxury—is writing its next chapter. Following its acquisition by Steven Madden in late 2024, founder Tony Melillo has been meticulously refining the brand’s visual identity. Now, he’s brought in a seasoned partner to execute the business strategy: Jim Kuerschner, formerly president of Kule and a veteran of Inditex and Carolina Herrera.
For the Lingerie Museum, this appointment is particularly intriguing. ATM’s core product—the T-shirt—may seem a world away from corsetry and hosiery, but the brand’s philosophy of “elevated essentials” mirrors the very evolution of lingerie itself. Just as early 20th-century undergarments shed their rigid boning for softer, more wearable silhouettes, ATM is refining its own wardrobe staples for a modern, discerning customer. The slub jersey, a textile with a deliberately uneven texture, echoes the tactile sensuality of fine silk or vintage lace—a quiet luxury that speaks to the body.
Kuerschner’s mandate is clear: broaden the brand’s direct-to-consumer presence while deepening wholesale relationships. “Tony has true authority and style,” he notes. “My job is to widen the aperture of who knows the brand.” For a company rooted in the integrity of a single, perfect tee, this expansion signals a delicate balance—much like a lingerie house introducing a new line of sleepwear without betraying its foundation. As ATM layers in new categories, we watch with the same curiosity we reserve for a master corsetier adding a modern twist to a classic silhouette.
Originally reported by WWD