J.Crew and Minnow, a Charleston, S.C.-based family lifestyle brand, have teamed up for a limited-edition swimwear capsule for children and adults.
The children’s swimwear is set to launch at J.Crew and jcrew.com on Tuesday, with prices ranging from $42 to $68.
Minnow, a direct-to-consumer brand, will also carry the children’s swimwear and adult clothing and swimsuits under the same label, Minnow x J.Crew on minnowswim.com and its store, with prices ranging from $42 to $190.
Overall, there are five shared styles, three exclusive styles to J.Crew, and 13 exclusive styles to Minnow.
At J.Crew, the collection features children’s swim options such as boys’ boardies, unisex rash guards and girls’ swimsuits. Minnow will sell kids’ swimwear, along with women’s swimwear, dresses and Pima pajamas.
The Minnow x J.Crew collection features an exclusive floral print that has been pulled from Minnow’s archives. The buttercup floral print has been reimagined in soft washes of pink, green and lavender, true to the J.Crew spirit. It is available on children’s and women’s swimwear, clothing and pajamas and is being sold on minnowswim.com and in Minnow’s flagship store at 145 King Street in Charleston.
Morgan Smith, founder and creative director of Minnow, said, “It’s an honor to partner with heritage brand J.Crew on a limited-edition capsule from growing up wearing their coveted collections to dog-earing pages from their iconic style guides, we’re thrilled about this exclusive launch. The capsule perfectly embodies our shared design values, blending clean, timeless style with a playful and polished touch.”
“At J.Crew, we believe in the power of style at every age,” said Olympia Gayot, creative director of women’s and kids at J.Crew. “As a mother of two, my design process is heavily influenced by motherhood, and I’m always inspired by my kids, which is why I’m so excited to partner with family lifestyle brand, Minnow on a new collection of Crewcuts swimsuits just in time for summer.
“Our limited-edition collaboration is made up of swim pieces with charming custom prints and hand-finished details, cherished items that over time can become touchstones of your family summer vacations and memories,” she added.
According to Smith, in 2018, when Steven Alan was at J.Crew, he discovered Minnow, and encouraged the young brand to join the J.Crew Marketplace. Before long, they forged a partnership for an exclusive capsule in 2020. That capsule featured a custom blue and white floral print in matching silhouettes for mothers, boys and girls. After it sold out, they wanted to bring a limited collection back with a larger assortment for this summer.
