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J. Crew Revs Up Catalogue With Icon SUV

J. Crew is giving TLC, a company that buys, restores, services and sells Toyota Land Cruisers, a little TLC.

J. Crew is giving TLC, a company that buys, restores, services and sells Toyota Land Cruisers, a little TLC.

There’s a $100,000 limited edition, customized Icon utility vehicle, created and handmade by TLC, on the cover of the retailer’s August catalogue and on page 95. It’s the aura of luxury that J. Crew likes, even if the catalogue doesn’t sell the SUV. The Icon is only sold through the manufacturer.

“When we heard about their new Icon model as a ‘bespoke’ utility vehicle, we could not have been more excited. Our customers are always looking for products that are scarce, unique and high-quality,” explained Mickey Drexler, chairman and chief executive officer of J. Crew Group. “It is a very unique, cool truck — handmade and built to order. No two are the same, and there is an extraordinarily limited production.” It is another way to provide “a luxurious experience,” Drexler added. He’s known to be a collector of vintage Land Cruisers, but he declined to discuss his personal collection.

Only 26 Icons have been created by TLC, including six J. Crew editions in a “J. Crew green.” They’re owned by celebrities of various ilks — business leaders, sports figures and movie stars.

J. Crew has featured several TLC models in its catalogues in the past and has been surprised by the strong response from customers asking about the vehicles. They’re referred to the car company’s Web site, tlc4x4.com.

“The funny thing is that J. Crew is partnering with us out of love,” said Jonathan Ward, owner of TLC, along with his wife Jamie. “They’re not getting a penny from this.”

This story first appeared in the August 1, 2007 issue of WWD.  Subscribe Today.