After a rough patch, J.Crew has been staging a slow and steady comeback.
The latest move, both a throwback to the preppy stalwart’s beginnings and seemingly counterintuitive, may be the smartest yet: bringing the J.Crew Mercantile brand to Amazon.
If you’re unfamiliar, the Mercantile line is a mix of lower-priced essentials for their Factory stores, but also includes regular J.Crew favorites. Starting today on Amazon, a curated selection from the Fall 2018 collection is available.
Naturally, some believe this might further sink the brand’s image. Others see it as a form a self-mutilation whenever retailers get in bed with the trillion-dollar, industry devouring juggernaut — like those already in the ballooning Amazon Fashion department.
But for J.Crew’s specific case, it’s a solid bet. By offering only their discount line, their top-of-the-line offerings are safe from cross-contamination. And for those who remember the mail-order catalogues of the company’s ‘80s heyday, this is basically the 2018 version of that.
As for all of us, J.Crew staples and free shipping (or free two-day shipping, for all you Prime members) means you’re about to be set for fall in approximately 15 minutes.
Below, our favorite selections from the first round.
Slim-Fit Short-Sleeve Fish Print | $39.50
Deep Redwood Quilted Vest | $79.50
Classic Denim Jacket | $85
Patch-Pocket Utility Jacket | $85
Morning Dew Crewneck T-Shirt | $14.50
Heather Atlantic Striped Sweater | $59.50
Long-Sleeve Henley | $29.50
Straight-Fit Stretch Chino | $45
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