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04.24.2014

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March 9, 2011 12:01 AM

Fashion

Madewell Takes a Ride on the L Train

J. Crew's laid back little sister is moving to Brooklyn and doing what all the other hipsters do: setting up shop in Williamsburg alongside some well-clothed friends. Starting Thursday, the retailer joins 3.1 Phillip Lim, Isabel Marant and Alexander Wang...

J. Crew's laid back little sister is moving to Brooklyn and doing what all the other hipsters do: setting up shop in Williamsburg alongside some well-clothed friends. Starting Thursday, the retailer joins 3.1 Phillip Lim, Isabel Marant and Alexander Wang on the racks at Bird, a favorite boutique of well-heeled Brooklynites. Thumbnail image for Thumbnail image for madewellbird.jpg In an effort to expand its customer base, Madewell's signature down-to-earth style will be available at Bird's Williamsburg boutique and Web site shopbird.com.

"All of us at Madewell are fans of Bird, and we're consistently inspired by what [owner] Jen Mankins does. She has an unwavering eye for what's cool -- she's like a cool-detecting weather vane -- yet she's totally down-to-earth," Madewell marketing director Gigi Guerra told WWD.40604_WE6044_mwld_A_012.jpg

The shop will carry an assortment of Madewell's spring collection including denim, knits, dresses, shirts, skirts, jewelry, shoes and accessories. "It was a joint effort -- Jen went through our spring line to find the perfect grouping of pieces for Bird that echoed both of our sensibilities," Guerra said. "We felt a stylistic kinship with her -- and we share a crossover customer too (we've met Bird customers also shopping at Madewell) -- so pairing up made perfect sense."

Partnering with Bird is the latest in a series of collaborations by Madewell. The brand teamed up with Shopbop.com for its first e-commerce venture (the partnership is ongoing), and most recently, it tapped the eternally cool Alexa Chung to design a capsule collection.

In typical Brooklyn fashion, Madewell will celebrate its Bird partnership with a shopping event on Thursday night co-hosted by Nancy Whang from LCD Soundsystem with food and drinks from local establishments. Hipsters welcome.

To RSVP for the event, visit shopbird.com.
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