Premium denim offered at non-premium price points has been at the crux of Madewell’s success since launching in 2006, but the appeal of comfort—especially in a state of quarantine—has not been lost on apparel brands this year, even the most denim-centric of companies.
To satiate its female- and millennial-led consumer base’s demand for elevated loungewear, Madewell introduced Tuesday its first-ever athleisure collection called Make Weekends Longer (MWL). Centered on comfortable and versatile basics, the 25-piece collection offers sweatpants and sweatshirts for sizes XXS-XXL that can be worn as matching sets or be paired with the brand’s denim.
The line offers basics like crewneck sweatshirts, zipper hoodies and sweatpants in neutral colors like clay, cream, lilac and coal alongside garments with more details including a normcore-inspired zip-front mock-neck sweatshirt and a crewneck top with contrast stitching. A loose-fit pull-on jumpsuit is also available. New styles will be added to the collection each month.
“As a community-driven brand, Madewell continues to listen to their customers and directly applies their feedback to inform new product collections and categories,” the company stated. “MWL was created in response to customers’ shift in shopping habits for more casual apparel for our daily lives.”
Beyond the relaxed styling, the collection is based on three cozy fabrics, each with sustainable elements. MWL’s superbrushed fabric is made from a blend of Lenzing modal and Repreve polyester sourced from recycled plastic bottles. The collection’s medium-weight ribbed garments are made from organic cotton, and its soft sweats fabrication is made up of 85 percent organic cotton and 15 percent recycled polyester.
These efforts follow Madewell’s commitment earlier this year to deepen its sustainable practices across its supply chain, with a special focus on utilizing key fibers to include more recycled and ethically sourced options.
MWL is a more accessible at-home collection than the jogger sweatpants and Henley Madewell launched earlier this fall as part of its (Re)sourced line, a range of recycled cashmere and merino wool knits. Each piece in the MWL collection retails for under $100 and has a bundle option when purchasing any top and bottom. Customers receive 20 percent off when they purchase a complete MWL look.