Madewell 1937, the new J. Crew?

A few weeks ago while in the Hamptons, I stumbled across the opening of J. Crew's newer sister brand Madewell 1937.

The store was a hip twist on the classic J.Crew look in their Newtown Street storefront.  Designed to "complement" J. Crew's already well-established consumer base, the  store is filled with their signature ex-boyfriend jean, beaded, crocheted and splatter dyed tees, and hundreds of colorful soft scarves.  With all but one of their Denim Bar jeans priced over $100, I'm not sure my allegiance will be switching just yet.  I might splurge for a pair of their Heritage Heel Boots, $298, if they ever come up on eBay.  I will give them snaps on the creative approach to their website, as I am in love with their 'The Inside Scoop' page.  While J. Crew itself isn't a global brand just yet, maybe Madewell 1937 will be their chance to try expanding into Europe and other markets.  I'm sure they would love the super-skinny jeans and scrumptious scarves.

Over Memorial Day weekend, a team of Madewell employees passed out goodies promoting the new store.  I managed to snag some, even though all the pre-made bags had been handed out.



They each had a small sunscreen wipe, a copy of the Madewell newspaper, printed exclusively for the East Hampton store, and a Madewell pin, giving you 15% off your first purchase! Definitely stop by and check it out on your next jaunt through the Hamptons.