J. Crew Group is no longer cutting Crewcuts short.
The first Crewcuts catalogue, a compact, 39-page book selling sizes two to 12, started getting distributed last weekend around the country.
“We have never done a Crewcuts catalogue before. It’s been a very well-kept secret,” said Millard “Mickey” Drexler, chairman and chief executive of J. Crew. “This is really about letting more people know. We’ve been in the Crewcuts business for three years and we have very few stores. It’s time to get out there and talk about it.”
Asked if children’s wear generally is underplayed in the industry, Drexler replied: “I don’t think so. I don’t think in any category these days there is not enough choice. But we felt there is not enough choice at a more styled, J. Crew-like level and that we wanted to step it up a notch or two and still give the style and still give the value….I don’t think it will be the biggest volume-generator in the world. For us, it’s a niche business. How big will it get? I don’t know. I don’t care about being the biggest. I only care about being the best.”
Drexler said he sees Crewcuts evolving primarily as an online and catalogue business. There are only seven Crewcuts stores and 43 Crewcuts departments inside J. Crew stores. Two Crewcuts stores are set to open next week in University Village in Seattle, and in August on Madison Avenue and 87th Street in New York. The average store has just over 1,500 square feet, while shop-in-shops average a bit more than 1,000 square feet. Another book for back-to-school is in the works.
“Strategically, we have decided we are going to be more ambitious in our online and catalogue Crewcuts business than in our store business,” Drexler said.
“When people see a catalogue at home, the site performance goes up for sure,” added Jenna Lyons, creative director. “They like to dog ear the pages. When they call the Lynchburg facility [call center], they have the catalogue in their hands.”
Lyons said the best response so far has been to hand-drawn or hand-embroidered “art Ts,” knit dresses and jewelry. Also, hand-painted tennis shoes “basically sold out, but they’re more fun items rather than key items.”
Crewcuts got a lift when the Obama children were seen wearing Crewcuts, but Lyons couldn’t say how often they wear the label.
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)
Breaking News: @hedislimane joins @celine as its new artistic, creative and image director. One of fashion’s preeminent image-makers and trendsetters, Slimane is to join the LVMH brand on Feb. 1 and unveil his first fashion proposition for men and women next September during Paris Fashion Week. It marks a major homecoming for Slimane, who cemented his reputation – and influenced men’s tailoring for more than a decade – as the designer of Dior Homme between 2000 and 2007. He went on to reinvent and ignite the house of Yves Saint Laurent, which he rechristened Saint Laurent, between 2012 and 2016 – all the while maintaining a close relationship with the Arnault family, which controls LVMH and Dior. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
“Personally I believe the Eighties have been the richest and more vivacious period for international fashion,” Giorgio Armani said when asked what his favorite decade of fashion is. It was a moment of disruption and experimentation and only thinking back to the first years of that decade is always an emotion for me, for what they have meant to me and my work.” The influence is clear in @giorgioarmani spring 2018 collection, pictured here, which was full of bright colors and unexpected prints. Read more about which decades designers loved most on WWD.com #wwdfashion #wwddecades (📷: @aitorrosasphoto)
For Lady Gaga’s only Italian show on her “Joanne World Tour,” the singer wore a range of @versace_official outfits. The standout piece: this custom-made bodysuit inspired by the brand’s spring 2018 collection. #wwdfashion (RG: @ladygaga)
@_camillaruth_ is expanding on the wellness-craze concept with @westbourne – a new NYC restaurant that’s both a healthy-minded café as well as a business that gives back to the community. Marcus works with the Robin Hood foundation to give back to The Door, a non-profit providing youth development services, and also hires employees through The Door. Read our full interview with Marcus on giving back through food on WWD.com. #wwdeye (📷: @lexieblacklock)