J.Crew, which has struggled in recent years, needed to reinvigorate its offerings and lure both new and lapsed customers. Enter NOAH cofounder Brendon Babenzien. matthewschneier spoke to him about J.Crew's new store-cum-hangout on Bowery and his big plans
J.Crew’s new Bowery men’s store, designed by Estelle Bailey-Babenzien, could set a template for the brand’s future shops.For the last few years, like moths to a flame , a certain type of guy has homed toward the corner of Mulberry and Kenmare, where Brendon Babenzien has set up his Noah shop. Mulberry Street has emerged as the micro shopping district for the young, moneyed, and hype — Aimé Leon Doré, which draws a similar crowd, is just down the block — but Noah is its bellwether.
It’s hard to imagine that J.Crew, which installed Babenzien as its men’s creative director in 2021, wasn’t hoping to repeat the trick, not least when it opened a store-cum-hangout for his new J.Crew. Designed by his wife and Noah collaborator Estelle Bailey-Babenzien and her firm,, the new shop, on Bowery and the corner of Bleecker, a stone’s throw from Noah, will try its luck for a year or so.
Babenzien’s first collection — his second has arrived in stores and online this week — sandblasted J.Crew’s usual prep offerings a bit, tweaking but not fundamentally altering its approachable chinos, jeans, jackets, and shirting. Everything looks a little hairier, looser, and more lived in, from the Shetland sweaters to the bleached-out jeans. Babenzien’s big swing, the, attracted the most immediate attention and began selling out, but it’s one of the most extreme of the new propositions.
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