If the New Potato doesn’t sound like the most serious name for a food, lifestyle, and fashion destination, well, that’s on purpose. From the outset, the two sisters who founded the digital magazine — Danielle and Laura Kosann — wanted to demystify all of those worlds, particularly that of food.
“We felt like everything out there was very foodie, and we wanted to make things more accessible, and about the lifestyle behind the food,” says Laura. That’s why the site might feature everything from a model’s workout regiment, to a fashion editor talking about their ideal day of dining.
“When we were thinking about the name and called it the New Potato, we thought, we can’t call it something super serious,” says Danielle. “Food, lifestyle, that’s supposed to be fun.”
It’s paying off — the site’s exploding in popularity, especially on Instagram. As a result, they’ve also teamed up with powerhouse designer Rebecca Minkoff for her #SheCan social campaign with NASDAQ, which highlights female entrepreneurs who have disrupted the business landscape and changed their industries for the better.
So we caught up with the Kosann sisters to get the deal on their ideas, their success, and most importantly, the next thing after avocado toast.