Wendi Reed is the cool kid on the street—nouveau prep meets hipster for a look that feels just right in 2010. And while the label certainly isn’t afraid to channel the “old collegiate sweater” it’s also not afraid of luxurious fabrics and hand-sewn details. It’s sort of like comfort food for the fashion insider. And yet with the launch of their website, www.wendireed.com, and a who’s who list of stockists including Barney’s New York, Lane Crawford and Joseph, the label is already popping up on celebrities and trendsetters alike. Their current fall 2010 collection includes looks for women and men…and in some cases, the two are completely swappable. They’ve also added skirts and knits this year for the complete Wendi Reed look. “It’s just the beginning,” says Wendi, “we’re thrilled with the reception so far. Just wait until spring!” And wait I will…in my new Riff pullover.