At first glance, Feyt co-founder Ferebee Taube gives off a quintessential downtown cool vibe, but her sweet North Carolina drawl is a dead giveaway. A Southern girl at heart, she earned her fashion stripes at iconic American fashion brands like Ralph Lauren and Calvin Klein. Her latest role, as creative director of a budding digital empire, keeps her busy at the office while her three rambunctious boys (including twins!) ensure that her home life is just as lively and demanding. In her loft-like uptown apartment overlooking the East River, she and her husband surround their boys with modern, but never precious, décor and bold works of art—Damien Hirst is front and center in the living room while Roy Lichtenstein prints hang above the twins’ Ikea beds. While the space is decidedly grown-up in design, Taube made sure to avoid hard-edged furniture and admits she’s happiest when all three boys are zipping around in their Plasma cars at lightning speed.