Google 'Standard Deviation' and you don't get anything remotely fashion related.  In fact, I didn't even want to try and understand what came up in the search results.  But add NY at the end and you have a new-ish New York-based online shop named Standard Deviation.  With a dash of La Garconne-minimalist e-shop layout but with a stronger focus on indie labels that all seem to make house-model Alicia Carruth here look like she's pretty much got her perfect pat-pat wardrobe sorted out.   If my wardrobe looked this 'effortless' and 'soignee', well, that wouldn't be me but as with most things, a bulk of these pieces by the likes of Heimstone, Eventide, Future Classics, Society for Rational Dress, Beckerman and Mine would all sit very nicely with my other bits of wardrobe randomness...very nicely indeed.