J.Crew Gets into the Activewear Game with Help From New Balance
There was a time when J.Crew was hesitant to enter the activewear space. “We don’t have the expertise to do that,” J.Crew Group CEO Mickey Drexler said in an interview with Bloomberg Television back in 2014. “We’re pretty satisfied with the breadth of our product, and now it’s about correct expansion, correct design, and quality.”
A lot has changed since 2014. For one, the trend toward streetwear and performance wear (and the murky combination of the two) has bled into every aspect of menswear, inspiring retailers to dedicate more floor space to sweatpants than jeans, and turning $900 hoodies into the luxury item every fashion-minded teenager wants to own. The desire for rustic, “heritage” staples is down, mall stores are dwindling by the day, and niche direct-to-consumer and small streetwear brands are stealing some serious market share from mainstream retailers. So yes, three years later, J.Crew has entered the activewear game. And we’re mighty glad they did; the collection is pared down, colorful, and functional in a way that few brands get right because they lean too technical, too fashion-y, or just too damn expensive to be wearable.
Courtesy of J.Crew
Drexler and the J.Crew team found a way around the lack of expertise he mentioned years ago; they partnered with New Balance to create the collection of essentials that includes tailored sweats, moisture-wicking shorts, and waterproof jackets, then gave the athletic brand’s techy fabrics a signature J.Crew spin. (Perhaps you could say it wasn't the best timing, given New Balance's stance on Trump's presidency, but J.Crew, which first collaborated with the sneaker brand in October for the launch of women's activewear, couldn't have predicted the future there.) “The color palette is really what makes these pieces look like J.Crew,” the brand’s menswear director, Frank Muytjens, told us. “We were able to do our own signature stripes, color-blocking, and trim details. You can’t find these pieces anywhere else.” Prices start at a very tempting $55 and top out at a reasonable $200.
Check out our favorite pieces in the new line—which launched at J.Crew today—below. Muytjens’ favorite piece is the packable ripstop jacket, which comes in navy and Day-Glo yellow. "It has cool reflective details and definitely crosses over to streetwear.” J.Crew and streetwear in the same sentence? It’s a new day indeed.
1 / 14ChevronChevronCooling Workout T-shirt, $50
Related Stories for GQJ.CrewNew BalanceAthleisure