Are you Madewell?

For those of you that don't already know, Madewell is J.Crew's younger hipper sister collection/store that has select boutiques sprinkled around the U.S. I've been keeping tabs on the line since it launched a little over a year ago, and I'm please to report it keeps getting better and better.


They've perfected the ultimate casual fall look (read: jeans tucked into tall boots, lightweight luxe scarves and flattering knits in punchy colors.) Much like J.Crew, Madewell seems to have a distinctive East Coast air when it comes to design, but with a bit more of a subtly relaxed underlying current that works well even in ultra-casual California.

The only downside is their limited locations and lack of an e-commerce site (yet!) But, if you can, pick up a couple of basics, and you'll be hooked.