You don't often associate a mobile home with style. Madewell is turning that notion on its head. J.Crew's sister brand has outfitted a vintage Airstream trailer as a mobile denim bar as only the super cool company could: think wooden floors adorned with a "Madewell" mural, traditional ticking stripe fabric awnings, vintage knick knacks, three dressing rooms and of course, all the amazing denim that the brand is known for. The goal is get their jeans on girls all across the country, and starting April 12th in New York City they are kicking off a 14-city tour which will end in Seattle on May 20th.
We were invited to check out the inside of the recreational vehicle and it is pure Americana reimagined with a Madewell twist: every detail that you'd find in the store is there, but nailed down of course. The Madewell team hunted for the perfect vintage Airstream and, after 40 phone calls and countless site visits, found someone that they described as the "God of Airstreams, " a man named Uwe who deals in vintage models of the distinctive trailers from his California shop. Once the motorhome arrived in New York City, it was time for an outlaw to step in. Paul Outlaw, that is, a bearded helmeted gentleman who looked like he'd be right at home on the back of a Harley. His job was to kit out the 1978 trailer and make it ready for the hordes of ladies who will visit over the next few weeks.
Head Designer Kin Ying Lee told us that the idea of a nationwide denim campaign was really to get the jeans into girls' hands -- they are hitting cities that don't have Madewell stores (college towns, get ready!). When we asked her if there were any denim trends that she hopes to never see again, she laughed and said, "Never say never. Trends always come back. But a denim wedding dress? Let's hope not."
We aren't promoting a denim wedding dress, but we do want you to get your Madewell on. Leave a comment below about your favorite denim moment to enter our giveaway contest: the ten best comments will win a Madewell gift card. Oh, and while you're at it, check out our pictures of the Airstream, as well as some of our favorite stars sporting the brand.
Read all contest rules and restrictions here.