A Lesson In Restraint From The Row

Have you ever wondered who originally coined the saying “less is more”? It’s used so often by those—myself included—who appreciate a pared-back and minimalist approach to style. Well it turns out the phrase is commonly attributed to Ludwig Mies van der Rohe, a German-born American architect who was a prominent figure in the modernist movement. Along with designing buildings, he also designed furniture. Two of the more famous pieces are the Brno Chair and the Tugendhat Chair, both in a cantilever style with just two legs, with the Brno being my favourite of the two. The stainless steel armrests curve around to form the two front legs, which wrap around again under the chair, running along the ground to give support and balance in the absence of back legs. The result is a design that incorporates less, but achieves a better outcome.

When discussing The Row, a brand that is constantly referenced, especially since its rise in popularity over the last few years—partly due to the creation of a cult "it" bag and its $1 billion valuation—it’s important to recognise that this is a brand that falls more within the aspirational rather than the attainable segment of our wardrobe. However, even if you can’t necessarily afford their $2,000 sweaters among other carefully created pieces, the lessons in restraint, a slower approach, and an appreciation for detail that The Row embodies can still be applied.

Established in 2006 by Ashley and Mary-Kate Olsen, the brand was named after Savile Row in London, a street known for its traditional bespoke tailoring. It began with a line of t-shirts. Focusing on fabrics, details, and tailoring, The Row has grown slowly and steadily over the past two decades, building a loyal fan base and earning recognition as a true luxury brand—a rare title for an American-based label.

There are three key lessons we can take away from this brand:

1. Embrace the ownership of less.

Saving up for one special item, rather than buying a handful of cheaper ones, is exactly what the world needs us to do if we’re going to make any real impact on sustainability. Exercising restraint and self-control when it comes to fashion and consumption can only have positive effects. Even if your next purchase isn’t financially out of reach, maybe you should pretend that it is. Would you still buy it if it were the only item you could purchase for the next couple of months? For an item from The Row, I would be happy with that choice.

2. Let the details breathe.

When studying the looks from The Row runway shows, what stands out to me is the search for the subtle details my eye tries to find in the clothes. From the fold of a lapel to the drape of a scarf, the minimalist nature of the designs doesn’t leave me bored but rather on the edge of my seat, entirely engaged with what I will find intentionally hidden in plain sight.

3. Go slowly.

With the consistent mention and status in today’s news cycle, it’s important to remember that it took 20 years for The Row to reach this point. It’s not just businesses that should grow slowly—applying this attitude to many aspects of life can also yield rewards. Building a wardrobe, decorating a home, and even going for a walk: slow it down and enjoy the process.

There is, in fact, much more to say about this brand, but doing so all in one article would go against the very purpose of this piece. As Ludwig Mies van der Rohe said, “less is more.”