J Crew’s sister line, Madewell launched a new line of skinny jeans, called ’37s.
The line features a skinny jean, available in five different washes, black, plume, acid wash, dark ash, and bleached black/grey. The fit is a clean, very skinny fit jean. Which will be priced at the low price of $59.50, which is comparable to the rest of the $78 price point of the brand’s other jeans.
The brand chose to shift the focus to a skinny jean because they felt there was a strong market, as the Skinny Jean is a popular style. They also felt that given the competition of the denim market today, with a price point at over $100, there was a strong market for a lower priced jean. Madewell also features a boyfriend style, also under $100.
However, given the low price point, Madewell director, Drexler, emphasizes that the jean will not sacrifice style and fit, rather the 1937 skinny jean focuses on silhouette and cut with minimal details. The name 1937, comes from Madewell’s history, a former work wear brand, which started in 1937.
The brand is quickly becoming popular, mainly through word of mouth but great fit and quality at under $60, it’s surely to become a hit!
Image and article from wwd.com