In a first time collaboration between the two companies, New York denim label Madewell will be swapping space with Brooklyn's legendary flea market,"The Flea".
Madewell’s marketing director, Gigi Guerra, and stylist Lisa Schulner want to infuse the vintage, indie aesthetic into the Madewell brand and have chosen to mix an assortment of Brooklyn Flea finds into the Madewell stores in Manhattan and East Hampton. The pieces will be chosen to match with Madewell's jeans stylistically and will include straw hats, crocheted dresses, sunglasses, tops and bags. The
flea market goods featured in the stores will retail for the most part, at under $100.
The partnership will kickoff tonight with some 'Flea'-inspired festivities in the participating stores. Hors d'oeuvres will be served from vendors commonly associated with the flea market such as Red Hook food vendors, Nunu Chocolates and Salvatore Bklyn.
Another resource from The Flea, Brooklyn Brew Shop, will be serving up
the “Madewell microbrew,” which will be made specifically for the bash.
Both Guerra and Flea-co founder Eric Dempy are enthusiastic about the deal which will run through Labor Day if they see enough result. Dempy is excited by the first high end collaboration and the exposure the project will be giving to The Flea, which typically has 150 vendors in Fort Greene on Saturdays
and 110 underneath the Brooklyn Bridge on Sundays. Guerra believes the venture with The Flea should be a success since the market itself is, " such a New
York thing and such a summer thing.”
Article and Photo Source: WWD
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