Vintage fashion is definitely sustainable, but with the popularity of those two things companies want the branding too like J. Crew Always. J. Crew announced their new approach to vintage as part of the company’s sustainability effort & I am so in.

And I’m not going to lie, there were some prized J. Crew clothing in the 90s that will forever reside in my heart.

J. Crew has long been a brand that dives deep into cotton and other natural fibers. Based on the quality of the garments and how much customers are loyal to the brand, it’s easy to bet people have held onto some of their favorite clothing from years past even if they don’t fit!

And while some of those choice outfits come back as teens go retro and search parents closets, others search these items out in resale shops from Goodwill to PoshMark and beyond. Some doesn’t have as clear a path.

And let’s face it, fashion from the 90s is hot enough to be lighting up Instagram!

 

 

 

 

 

 

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Now J. Crew wants a piece of it — via J. Crew Always — financially and from the customer experience viewpoint. And the halo back to the brand.

Under the company’s new “J. Crew Always” banner, pre-owned styles will be listed through its website and through ThredUp (TDUP.O), an online consignment platform which partners with the clothing retailer on resale services.

Reuters

My guess is 90s fashion will be popular whether it comes from a closet in the house, a resale shop that sales a range of brands or the new J. Crew Always banner. But J. Crew is making a clear indication they want that relationship with customers old and new, much as REI has done with it’s Re-supply effort.

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