Brave Pudding, the recipient of the 2026 FGI Rising Star Award for Accessories, will host an activation in East Hampton, N.Y., from July 5 through July 11 featuring a selection of apparel, accessories and fragrance brands and fine art photography chosen by Brave Pudding founder Sarah Fiszel.
The Brave Pudding East Hampton Edit will celebrate the 250th anniversary of the U.S. and the daring deed of a brave Revolutionary War-era East Hampton housewife, which inspired the name “Brave Pudding.”
For this occasion, and for only the second time, the East Hampton Historical Society has allowed Brave Pudding to activate two restored 18th century buildings, nestled between Clinton Academy and the historic 1770 House at 147 Main Street.
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Along with a selection of some of Brave Pudding’s footwear styles for women and men, Fiszel selected a group of complementary brands including sustainable luxury brand LilyEve by Lily Clempson; Parisian couture and ready-to-wear brand Julie de Libran Paris; men’s and women’s wardrobe essentials brand ATM Anthony Thomas Melillo; fine jewelry brand The Invisibles by Kym Canter; nutrition and well-being brand Sarah Wragge Wellness; fragrance house Tulipe Fièvre; jewelry brand Muse x Muse, and fine art photographer Judy Pak. Each of the participating brands and the photographs will be offering signature items suitable for summer in the Hamptons, and will manage their own space and sales. The hours of operation will be 10 a.m. to 6 p.m.
The name Brave Pudding pays homage to Mary Sanford Miller, who refused to serve her pudding to the British Redcoats in 1776, throwing her pudding down the hill instead of handing it over to them.
“East Hampton has always been my favorite place, which makes this feel especially personal. Honoring history while building something new has always been at the core of Brave Pudding. We’re grateful to the historical society, and to the brands we’ve brought together. It will be a beautiful moment to experience Brave Pudding and the brands I love. I look forward to welcoming everyone,” said Fiszel.
Brave Pudding was launched in September 2024 by footwear entrepreneur Fiszel and her business partner Maxwell Federbush. The idea began when Fiszel, a former real estate agent, started gluing custom soles onto her favorite designer socks, creating her signature cashmere “sock shoe” line, and posting them on Instagram. The company also offers options for evening occasions and brides with lace styles.
On opening day, July 5, LilyEve will offer an exclusive collaboration item, a towel pant, which Lily Clempson and Fiszel worked on together. On July 8, there will be a wellness panel talk with Sarah Wragge and Emma Forbes. On July 9, Tulipe Fièvre will host a “Make Your Own Fragrance” sensory activation, and on July 11, The Invisibles by Kym Canter will be doing a face gem activation
“I’m always seeking out new brands and watching what people are creating. There’s nothing I love more than discovering something exceptional before the rest of the world catches on. I’m drawn to things that aren’t everywhere, that have a point of view, that are beautifully made with intention. That’s how I approach fashion, and honestly, it’s how I approach everything,” said Fiszel.
“Every brand I’ve brought into this activation caught my eye that way. Other than Tony [Melillo], who is a dear friend, every founder here is a woman, and each one is doing something that genuinely excites me: innovating, breaking the mold, bringing something fresh to their category. That’s very much the Brave Pudding woman, so it felt like a natural fit,” said Fiszel.
She explained that she selected these brands so a consumer can build a full look on top of their Brave Pudding shoes: pants, jackets, shirts, jewelry, perfume. “Each brand is planning its own special mini-activation, so there are some really fun surprises in store,” she said.
She also noted that this is the first chance for people to see her brand’s new Riviera Lights style in person. “It’s the perfect summer shoe and already selling out. We also have a special drop planned that I’m so excited about. It will be the perfect atmosphere to launch our newest design,” she said. “But what I’m most looking forward to is being there and talking to our customers face to face. That’s irreplaceable for me. Hearing what they love, watching them try on the shoes, understanding what matters to them. That feedback shapes everything we do.”
She added that the setting couldn’t be more meaningful to her. “To be doing this in the historical buildings of a town I love, on the 250th anniversary of the very incident Brave Pudding is named for, during America’s 250th Fourth of July, I honestly can’t think of a cooler way to celebrate,” she said.
