Packed. That's the best way to describe Madewell's opening party in San Francisco. Long overdue: the best way to describe Madewell's arrival in San Francisco. J.Crew's hipster sister finally opened doors in the Westfield shopping center, only a floor below the only J.Crew store in the city. Close enough for comfort.
For the opening party, the city's cutest came out for beers and mini Le Truc sandwiches while eying the laid back not-so-basics, the famous Denim Bar, and colorful Bracelet Bar. SF bloggers sang praises for the newcomer, while local lifestyle magazine 7x7 sponsored the party and teamed up with the brand for a dedicated “Hometown Heroes” section of curated goods from local stores. For those wondering, and wanting to nab the now sold out Mollusk Surf Shop fish crew neck sweatshirt, the Hometown Heroes are in the store to stay. Gigi Guerra, director of Madewell marketing explained: “Hometown Heroes will be ongoing in our San Francisco store—there’s just so much local talent and great stuff coming out of the Bay Area that we want to celebrate it.”
The store has been open for one week--so what are fog city girls buying? According to one shop girl, it's all about throw-on tops, layered bracelets, denim shirts, utilitarian jackets, and the stunning Graphic Silk Maxidress. As long as the store stocks boots and layering pieces, it's golden.