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