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 [1] 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, [2] Eventide, [3] Future Classics [4], Society for Rational Dress [5], Beckerman [6] and Mine [7] would all sit very nicely with my other bits of wardrobe randomness...very nicely indeed.