MADEWELL 1937
BRAND AND FASHION DESIGNER , M
MADEWELL 1937 IS A DENIM BRAND, BORN FROM THE AMERICAN JCREW
The interior of a Madewell store
The interior of a Madewell storeThe Madewell 1937 brand creates excellent jeans, but it also produces all the other denim garments. Moreover it takes care of all the garments that are worn with jeans like tops, bags, jewels and shoes. It offers a casual chic style with denim as the common thread, combined with sports jackets, melange jumpers, bags with fringes. Trendy, fun, youthful and with a vintage soul, the brand has a great following.
DETACHMENT FROM JCREW
After JCrew began opening Madewell stores in 2006, the company stated that the new brand would have made jeans for women in their 20s and 30s. The idea worked better than the brand expected.
From that moment Madewell became a retail star, while JCrew started struggling. The fates of the two subsidiaries began to diverge so much that Madewell helped build up capital for the ailing JCrew, always private.
Some models of Madewell 1937 jeans
Some models of Madewell 1937 jeansAlthough the new branch is only a third of JCrew, the brand has managed to succeed thanks to a sales strategy more suited to the current shopping landscape. In addition, it was closer to the more casual tastes of America today, thanks to the belief that denim had become the main garment of the everyday wardrobe.
The company announced that denim, so mainly jeans, are worth 29% of revenue ($ 614 million in 2018). “Everything that revolves around jeans” is worth 52% of the revenue. The rest of the sales consist of dresses and costumes.
ORIGIN OF MADEWELL 1937
Madewell was originally a workwear company based in New Bedford, Massachusetts, which was founded in 1937. Mickey Drexler, JCrew’s former CEO, had bought the rights of the brand just before joining the retailer’s team. He used Madewell’s story to convey a sense of the brand’s authenticity and heritage. Drexler wanted the jeans created by the brand to be “the Levi’s of his generation”.
BRAND’S ATTENTION TOWARDS THE ENVIRONMENT
The repair, reuse and recycle program
The repair, reuse and recycle programAttention towards the environment is very important for the brand. They use three main recycling techniques: repair, reuse, recycle. They have a program that allows the customer to bring torn or ruined jeans to the shop to be repaired. Moreover in the stores they sell used clothes selecting some denims from the brand’s archives thanks to the collaboration with ThredUp. You can also bring your own jeans to the shop to donate, which are then used to make insulating material for communities in need. So far, customers have donated more than 800,000 pairs of jeans, which have helped more than 1,000 homes. Reuse saved the planet about 415 tons of textile waste.
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