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Good news for New York parents hoping to raise their own mini Jenna Lyons: February 1 marks the unveiling of the tenth official location for J.Crew's kiddie line Crewcuts, this time in family-friendly Tribeca. The 2,000 square-foot-unit houses clothes and signature goodies for Manhattan's fashionable tots. And much like J.Crew's Liquor Store just a few blocks away stocks items from other competing brands, Crewcuts's 50 Hudson Street location has brought in a slew of collaborations to coincide with the opening. Soon enough, some of downtown's finest rugrats will be wearing Sven clogs, Belstaff jackets, and sunglasses made by Selima Optique exclusively for Crewcuts.
Jenny Cooper, Crewcuts designer, told the Tribeca Citizen, "We try not to speak down to children. We keep it simple, sophisticated. The goal is that both parents and kids will respond." Not only has the brand increased in store size and number of locations, but their clothes are now created for kids ages 2 to 14, which is new, as Crewcuts used to only cater to those up to 10 years old.
To mark the official opening (and the beginning of February), Crewcuts will be hosting a kid-friendly party today from noon until 4pm, complete with cupcakes, hot chocolate, surprise treats, and a balloon artist to keep the little ones occupied and tranquil. And there's more: To attract the families of Tribeca, 5% of all sales for the first two weeks will go towards Friends of Hudson River Park.—Yale Breslin
· Crewcuts Opens in TriBeCa [WWD, subscription req'd]
· New Kid on the Block: Crewcuts Tribeca [Tribeca Citizen]
· Crewcuts [Official Site]