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DENIM LINK: Madewell wants to further its audience. The J. Crew-owned brand is collaborating with Shopbop on a limited edition premium denim collection under the Madewell for Shopbop label. “The same girls shopping us are shopping Shopbop,” said Kin Ying Lee, design director for Madewell. “We see it as the go-to denim destination.” The collection starts selling Feb. 20 on Shopbop.com, in select Madewell stores and on madewell1937.com. “We worked with Shopbop to create a denim-specific collection inspired by our workwear heritage,” explained Gigi Guerra, director of brand marketing for Madewell. There’s a vintage feel to the Madewell for Shopbop collection, which consists of ex-boyfriend and vintage flare jeans, both priced $200; a station skirt, $130; switchyard shorts, $130; a dispatch vest, $125; a workwear jacket, $138, and a boiler suit, $125. “Shopbop.com picks different brands that we want to align with — brands that embody our same spirit and sensibility — yet introduce us to new and fresh demographics,” said Erin Crandall, head buyer for Shopbop.com. The collection is the site’s first full-fledged design collaboration and Madewell’s first project with another distribution channel.