What began at J.Crew’s first men’s only shop in TriBeCa takes a new shape this fall with the launch of the label’s new Discovered online shop. “Discovered” is a tightly knit selection of interesting goods from both the J.Crew collection which also includes special product collaborations from outside brands like New Balance, Nanamica and other covet-able clothing of all stripes. Before we get talk more about that, let’s go back to the origins of the J.Crew brand collaborations: Mickey Drexler and The Liquor Store.
Watching all of this develop over the past several years, it’s smart the way J.Crew brings in product from outside brands to mix with all of the apparel that it designs, manufactures and sells under its own label. It’s a realistic approach to how guys dress. Alden, New Balance and Red Wing are the natural footwear compliments to a pair of J.Crew’s khakis, wovens and other clothing categories. So why not leverage the company’s brand to get all of these other interesting labels to make compelling product exclusively for J.Crew. Ships, Beams and United Arrows have mastered this as an art form long ago. So have a bunch of directional specialty stores.
The model is the same: use the cool factor of the brand/store to get cool exclusives to further build on the brand/store’s cool factor. In terms of vertical American retailers, no one does the third-party product assortment better than J.Crew. It’s the culmination of good leadership, effective merchandising, smart retail execution and sharp marketing all-together in one place. Throw in the catalog (which they now call the “Style Guide”) and collaborating with J.Crew is a no-brainer for both small and large brands alike.