With a lot of irony and plenty of campy florals, Josh Patner and Bryan Bradley launched Tuleh in 1998. It was immediately embraced by New York's social set, who appreciated their smartly spun retro prints and all-around snappy uptown dressing. Indeed, for many years, the Tuleh staff was its clientele, with the likes of Amanda Brooks and Lillian Wang Von Stauffenberg punching in their time cards there. After Patner split in 2002, Bradley began to revamp the frothy, flowery frocks and went way, way dark, and ironic. But Tuleh's faithful flock followed while the label also won fans of a cooler persuasion.