Madewell Launches 24 Days of Denim – WWD
July 27, 2016 - fall Denim
Madewell is putting 24 days of selling flesh and exclusives behind a tumble denim program. Launching today, a beginning is called Denim Every Day and will underline 24 unbroken days of limited-edition collaborations, one-of-a-kind pieces and exclusives, including projects with Goop, Vans and ABC Carpet Home.
Vans is creation a denim sneaker for Madewell; Gwyneth Paltrow picked a jumpsuit for a Goop collaboration; there will be customized jackets finished with a Austin, Tex.-based artists behind Fort Lonesome; a candle finished with P.F. Candle and Co. that smells like uninformed laundry, and ABC worked with Madewell on a initial seat project.
The 24-day pull will underline styles from Madewell’s denim collection, including a launch of maternity and a Anywhere jean, that has 360 degrees of widen and is labelled for reduction than $100.
Joyce Lee, conduct of Madewell design, pronounced a tumble collection is a widest and many trend-driven collection of denim all year. “Denim Every Day gave us a possibility to move denim outward of usually jeans and uncover how we can do it in radical ways,” pronounced Lee. “We worked with other brands who are experts in what they do — like ABC Carpet Home, who combined a chair regulating one of their best-selling styles and a denim, and P.F. Candle, who combined a candle called Overalls with a smell suggestive of creatively cleared denim. As a new mom, I’m quite unapproachable to be rising a initial maternity jean, that is accurately what we was looking for when we was profound with my now one-year-old daughter.”
Each day, a new square will be denounced on Madewell.com and by a company’s amicable media channels. Some of a equipment and collaborations are intensely limited. For example, usually 15 jackets by Fort Lonesome will be available. The Madewell x ABC Carpet Home denim chair is singular to 5 chairs.
The Vans partnership kicks off a module with Madewell x Vans SK8 Slim High-tops. Other collaborations embody denim Saucony DXN Trainers, Madewell x Heather Day Notecards and Madewell x B Sides Reworked Jeans.