J.Crew Channels ‘90s Swimwear for USA Swimming Collaboration
J. Crew is partnering with USA Swimming on a limited-edition collection and campaign leading up to the Summer Olympics in Paris.
The limited-edition collection launches Tuesday on jcrew.com, in stores and in select J.Crew Factory stores.
More from WWD
French Clothing Brand Ba&sh Teams With Saysh on a Limited-edition Sneaker in Time for Paris Olympics
USA Swimming is the national governing body for competitive swimming in the U.S. It is charged with selecting the United States Swimming team and any other teams that officially represent the U.S., as well as the overall organization and operation of the sport within the country.
Taking inspiration from vintage swimming graphics and styling with a focus on ’90s beach apparel, the 18-piece USA Swimming x J.Crew collection, designed by J.Crew’s design team, features men’s, women’s and kids’ apparel and accessories. The lineup features classic crewneck Ts and sweatshirts, swimsuits, windbreakers, bucket hats and baseball caps, along with limited-edition cashmere styles. Prices range from $32.50 to $248.
“Summer 2024 will be an incredible global heritage moment for our athletes all over the world — and as J.Crew looks ahead, we want to continue to authentically seek culturally significant moments and evolve our rich history of collaborations,” said Libby Wadle, chief executive officer of J.Crew Group.
She said she’s excited to celebrate athletes on their paths to Paris and beyond.
Wadle said that collaborations are in J.Crew’s DNA.
USA Swimmers Model New J.Crew Swimwear Collection [PHOTOS]
“We really look for partners who can connect with our heritage,” said Wadle. What she has found to be “super magical,” is to find partnerships that connect to the brand’s heritage, and that the coastal lifestyle, swimming and the water have always been a part of the J.Crew brand, shown throughout catalogs, imagery and campaigns.
The partnership “really tugs on some nostalgia with J.Crew, and the optimism with what’s going on with summer 2024 and USA Swimming,” she added. This is the first time J.Crew has collaborated with USA Swimming.
In addition to the collection, they have developed a campaign that highlights the USA Swimming athletes, telling their stories and personal journeys, both in and out of the pool. Athletes featured include Olympic medalists and world champions such as Jay Litherland, Olivia Smoliga, Dare Rose, Rhyan White, Drew Kibler, Natalie Hinds, Leah Smith, Claire Curzan and Kate Douglass.
“Our creative is based on storytelling. We have to have collaborations that connect and tell our story in a really nice way. It’s amazing when we can have a collab that connects to the nostalgia of our brand. In this case with swimming, and our rich history of swimming, you’ll see the brand come to life in a way that has heritage-looking swimwear based on our old ’90s swim. It really connects to the nostalgia and heritage of the brand, but makes it feel really relevant to right now,” Wadle said.
Other recent J.Crew collaborations include one with the New York City Ballet for cashmere pieces.
As part of the new partnership, J.Crew has made a donation to the USA Swimming Foundation, the philanthropic arm of USA Swimming. The foundation works to strengthen the sport by equipping children and adults with the life-saving skill of learning to swim, provides financial support to the athletes on the U.S. National team, and broadens access.
Chris Brearton, chairman of USA Swimming, said, “J.Crew uniquely captures the spirit of classic Americana, and USA Swimming is honored to partner with such an iconic brand. As we continue on the road to Paris, we are grateful for the partnership of J.Crew and for championing our athletes with grace and style.”
The biggest expression of the collaboration will be evident at J.Crew’s Rockefeller Center store and the new Spring Street store in New York, as well as the store in Century City in Los Angeles, where USA Swimming is based. The capsule will be available until it runs out.
“This partnership is pretty unprecedented for us at J.Crew….it celebrates an American brand and an amazing organization in USA Swimming, and it comes together really naturally, and it just feels really authentic and iconic,” said Wadle.
Launch Gallery: USA Swimmers Model New J.Crew Swimwear Collection [PHOTOS]
Best of WWD
