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Madewell Curates Brooklyn Vintage Popup

There’s a new vintage fashion shopping destination in Brooklyn’s popular Williamsburg neighborhood.

Last week Madewell launched The Vintage Edit by Madewell Forever popup, a curated selection of vintage vendors hand selected by Joyce Lee, Madewell’s head of design. 

Open through May 31, the store is located above the Madewell North 6th Street men’s store. Products span jeans, patchwork jackets, cropped tank tops, button-down shirts and more.

Each weekend during the popup, Madewell will be giving away complimentary seedling plants and an exclusive market tote as a gift with every vintage product purchase.

The initiative is being carried out online as well with items from Rawson, The Cutorial, The Series NY, People of 2morrow, Santa Fe Vintage and more. Products include a 1950s letterman sweater and pleated skirt, fringe jackets, a ’90s Kenzo coat and band tees. Vintage items are also available in Madewell stores in select markets including Los Angeles, New York City, D.C., Austin and Chicago. 

The focus on vintage aligns with the brand’s “preloved” Madewell Forever business. Launched in July 2021 in partnership with ThredUp, the resale program incentivizes consumers to bring their pre-owned denim to Madewell stores to earn Madewell shopping credit. 

The Vintage Edit by Madewell Forever

A few months later, the brand added a temporary physical retail component to Madewell Forever with the “Madewell Forever x ThredUp: A Circular Store,” also in Williamsburg. The store‘s exclusively secondhand assortment included hundreds of preowned Madewell styles priced from $10-$40 across jeans, dresses, jackets and more.

The goal of Madewell Forever is to double the life span of clothing. However, the brand is finding other ways to use unwanted textiles. Madewell has also partnered with Brooklyn-based Le Réunion to upcycle fabric remnants into limited edition pieces.