February 18th, 2026 Simkhai: A conversation with Gary Lourie, co-founder & partner of Jonathan Simkhai Inc
This semester, the Georgetown Retail & Luxury Association welcomed Gary Lourie, Co-Founder and Partner of SIMKHAI, for a conversation on building a modern fashion brand rooted in creativity, resilience, and community.
Lourie emphasized that while the fashion industry has become increasingly accessible, true longevity comes from staying grounded in core values. At SIMKHAI, those values center on craftsmanship, authenticity, and empowerment, guiding everything from product development to brand storytelling. “You’re only as good as your last collection,” he noted, underscoring the constant pressure to evolve while maintaining a clear and consistent identity.
A major theme throughout the discussion was resilience. Lourie reflected on the brand’s early days, when he personally handled logistics and packed orders, as well as the challenges of navigating economic uncertainty, including coming close to bankruptcy during the pandemic. Through it all, the team maintained a consistent external presence, continuing to release collections and show up for their customers. “Our customers saved us,” he shared, highlighting the importance of trust and loyalty in building a lasting brand.
As SIMKHAI has grown into a global business, Lourie stressed the importance of understanding the customer while maintaining a strong point of view. The brand’s design strategy, from defining the “uptown” and “downtown” customer to continuously refining bestselling styles, reflects a balance between creative vision and commercial awareness. At the same time, consistency across retail and e-commerce remains critical, ensuring that the brand experience feels cohesive across all touchpoints.
For students, his advice was clear: immerse yourself in the business and stay close to decision-makers. The more exposure you gain, the more value you can add. Growth, he emphasized, comes from curiosity, persistence, and a willingness to take on responsibility.
