It was only a matter of time before J.Crew returned to its former glory under the guise of Brendon Babenzien.
The co-owner of NOAH and former design lead of Supreme hasn't even been at the J.Crew helm for two years yet but Babenzien has already given the American label a new lease of life, one that has me revisiting @LostJCrew for styling inspo on the reg.
In truth, Babenzien hasn’t done anything groundbreaking. Nor has he ripped up the rule book
But instead of coming into a brand wandering aimlessly and rebranding, he’s tweaked things ever so slightly to ensure that both J.Crew’s history is honored, and that it appeals to today's market. Spoiler alert: it’s worked.
I’m not going to pretend that the J.Crew of today doesn’t look like an even preppier take of NOAH, because it does. There’s no denying it.
But when you’re co-owner of a label like NOAH, a label that has undeniably borrowed notes from the world of preppy fashion, why shouldn’t the roles be reversed?
During his 24 months at J.Crew, Babenzien hasn’t messed about, repositioning J.Crew Men's as a place of understated cool, bringing in collaborators like New Balance, BEAMS, and Tracksmith to seal the deal.
This has all played a big role in J.Crew’s ongoing revival but the label’s core collections are the brand's bread and butter. And they look as good as they've ever looked, really.
From suits and shirts, to rugby jerseys and crew neck sweaters, J.Crew Spring/Summer 2023 is more of what we’ve come to expect from the label, but, well, just better.
