- J.Crew will start selling shirts designed to be worn
- It’s very similar to the offerings from the startup
Untuckit, which has gained popularity with a similar
- It shows how the apparel industry is pivoting from
fashion to practicality.
J.Crew is starting to relax.
The apparel retailer will soon start selling shirts that are
designed to be worn untucked,
according to offerings shown on its website. Starting January
19, the casual shirts will be part of J.Crew’s regular men’s
“stretch” shirts range, but along with “slim,” “regular,” and
“tall,” customers can also choose “untucked” as an option. Sizes
will remain the same, ranging from extra-small to large.
This new selection, which is currently available for pre-order,
gives guys on the shorter side more options for shirting in the
brand. J.Crew’s casual shirt hems are already on the shorter
side, and taller guys can easily wear them untucked. This new
option is more explicit, however, and it could speak directly to
a problem guys often experience with clothing.
It also mirrors what e-commerce rival Bonobos did last year.
added length as a choice for their shirts, similar to the way
suit jackets are sold, offering options for guys with
particularly long or short torsos.
J.Crew’s move directly apes a popular startup that has become
successful with a similar pitch.
Called Untuckit, its main selling point is shirts with
shorter hems designed to be worn untucked. The startup has seen
high growth and expanded into other apparel categories while
rapidly opening stores across the country.
Untuckit’s pitch to consumers is miles away from a traditional
fashion-focused apparel brand. It’s not trying to be hip and cool
and instead just sells the idea of looking good without a lot of
effort. While directly copying this startup’s claim to fame,
J.Crew seems to now be chasing this fixing-a-problem startup
mentality for its customers and not solely focusing on being an
image-focused, fashion-oriented brand.
Fashion-oriented brands like J.Crew have struggled in recent
months and years as new apparel-focused startups focused on
fixing singular issues like Untuckit have taken a share of
customer’s clothing budgets. This latest move proves J.Crew isn’t
going to stand still and watch this happen.