Since Jade Lai opened Creatures of Comfort in on Mulberry Street in New York City in 2010, it has been the go to destination for all things simple and stylish, with an emphasis on ease over fuss. The brand launched their first collection for the Fall Winter 2010 season. Noted for collapsing everyday "luxurious materials and a reductively chic approach to modern dressing", the label has continued to expand upon its core tenets with new collections that have inspired a generation to embrace minimal modernism.