Why J Crew is set to make an epic comeback

J Crew has tapped Noah founder and former Supreme creative director Brendon Babenzien to completely restore its ailing business

Why J Crew is set to make an epic comeback   J Crew has tapped Noah founder and former Supreme creative director Brendon Babenzien to completely restore its ailing business   Zak Maoui Just seven years ago, J Crew was one of the biggest brands in the world. It had successful collaborations with the likes of New Balance, everyone owned one of its linen-denim blend shorts and it boasted a net income of $35.4 million in 2014. Unfortunately, as the popularity of internet shopping rose – J Crew was late to adapt – and the future of the high street dwindled, the brand reported a loss of $607.8m just a year later. In May 2020, the ailing company filed for bankruptcy as it was knocked out by the pandemic.  Today there are no J Crew stores in the UK and despite the brand still being worn by the likes of Meghan Markle and Michelle Obama, it has not managed to bounce back to its former glory. That's all (hopefully) about to change, though, as it has just tapped Brendon Babenzien to become its creative director. Babenzien, 49, is best-known for being the cofounder and lead designer at Noah, while prior to that he was Supreme's design director for more than a decade. Babenzien is adored by both streetwear aficionados and fashion editors alike and was recently given the nod from names such as Adidas, Barbour and even British band New Order, each of whom he has worked with on sellout collections.  For Noah, which was founded in 2015, Babenzien takes staple preppy products and gives them a rework. For instance, its is known for multicoloured rugby shirts, all-over-patterned and pleated chinos and logo-detailed gilets. Meanwhile the Barbour collaboration saw Babenzien present traditional Bedale wax jackets in zebra print and paisley. Will we ever see one of Crew's Ludlow suits again? Likely so, but expect it to have a leopard print lining.  MORE FROM GQ   For Miuccia Prada and Raf Simons it's all about collaboration (and coats) → What to expect from the Noah x New Order collection → Take a look at the Adidas and Noah collection → Unsubscribe |View Online Queries about this email? Contact datacontroller@condenast.co.uk Condé Nast Publications 1 Hanover Square, London W1S 1JU © The Condé Nast Publications Ltd Our Privacy Policy