Madewell always felt like the hip, Brooklyn-based little sister to J.Crew’s preppy Manhattanite, so it’s no surprise that the brand finally opened its first outpost in the borough — in Williamsburg, natch.
And like J.Crew, which debuted its first BK location two months earlier, Madewell is playing nice with its neighbors.
“Williamsburg was a no-brainer for us, but it was important that as we moved in we celebrated the community,” says Somsack Sikhounmuong, head of design.
One way was to invite local artists to create exclusive products for the store’s opening. These include nature-inspired, gold jewelry by Thursday-born, indigo ceramic planters by Freundeskreis and limited-edition scents by NOVA.
The Madewell team also created a guide highlighting their favorite local spots. Read ahead to find out what made Sikhounmuong’s list and what he expects to see on L-train riders.
What do you love most about the new Brooklyn store?
The size. It’s a bit smaller than our other stores, which gives it an intimacy that I like. We really tried to maintain a lot of the original brick work, which was too special to cover up so we left [walls] raw. The two skylights are also amazing, flooding the store with natural light. To finish the space, we hung original vintage music posters around the store and in the fitting rooms, some from the Eighties and early Nineties. They are a nod to the amazing music scene in Williamsburg.
What Madewell items will the locals love?
Our transport tote is great for commuting, very L-train friendly. And one of our jumpsuits is great to dance in.
What are your favorite neighborhood spots?
Rabbithole for brunch, Toby’s for coffee and Pilgrim Surf + Supply for shopping.
What trends are you loving for fall?
Neutrals! Camel, navy, gray, ivory, black — they are all so New York and inherently play nice together.
127 N. Sixth St.
Mon.-Sat. 11 a.m.-8 p.m.
Sunday Noon-7 p.m.
Madewell opens in Brooklyn