Lyndsey Butler, founder of cult leather line Veda, launched the brand with six classic-but-cool iterations of the urban chic topper – the leather jacket. Cut to six years later, Veda (the Hindu word for “truth,”) and its neo-classic perfectos have become wardrobe building blocks for a pantheon of stylish women in the know. “I always get surprised by who wears them,” says Butler, who calls the brand’s muse a “cool, downtown New Yorker.” To wit, her Max Moto Jacket – an unassuming slim, slightly cropped silhouette with oversized lapels – has attracted everyone from hip creative types to off-duty models to SNL comediennes to the inevitable celebrity contingent.

Since launching in 2008, Butler has expanded the line to include leather pants, dresses, skirts and leather-accented cashmere sweaters, or as she calls them, “boyfriend sweaters with a twist.” The NYU alum opened a 350-square-foot flagship boutique on Mercer Street hawking her streetwise ready-to-wear, accessories and, of course, her signature jackets. “I love having the store in Soho because of the mix of women you get,” says the San Antonio native, who draws inspiration from her childhood spent in Texas and Argentina. “We get tourists, moms and daughters, professionals and artists who live downtown. It’s cool to see what different people react to.”

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