A Closer Look at Madewell's Tribute to Local Stores

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• JF & Son pillows
• Dossier magazine
• Little milk jugs from Love Adorned
• In God We Trust necklaces
• A scarf and sweater from Wool and the Gang
• Erie Basin jewelry in a colorful display
• Mast Brothers chocolate bars
• Jewelry from Reverie
• A refurbished typewriter from Brady & Kowalski
• Office supplies from Top Hat

For the next two weeks, the upper floor of the new Madewell store in the Flatiron District will be dedicated to local indie stores. Madewell's calling the pop-up their "Hometown Heroes" shop, and they've curated it perfectly, stocking it with exactly the kind of cool New York brands that would appeal to their ideal customer. (We're picturing her as a DJ-slash-gallery-assistant who lives in South Williamsburg, wears a lot of oxfords, and always has perfectly grown-out bangs. Let's call her...Alexis Chang?)

The shop features twenty brands in all, including Other Music, Bowery Lane Bicycles, and the West Village shop Albertine. The prices don't seem that different from what they'd be elsewhere: The famously expensive Mast Brothers chocolate bars will still cost you $10, little porcelain milk jugs in varying sizes from Love Adorned run from $40 to $70, and a Wool and the Gang sweater goes for $125. Digby & Iona rings cost $115, while Erie Basin's vintage cameo rings—displayed on cute little orange ceramic stands—run $270. And we would have snapped up the pink Brady & Kowalski typewriter immediately if we had a spare $500 and a way to connect it to the Internet.

20 x 200: Affordable art from Nolita gallery Jen Bekman
Albertine: Beloved West Village clothing store
Anda & Masha: Hats designed by two local stylists
Bed Stü: Hipster boat shoes
Bowery Lane Bicycles: Handmade bikes
Brady & Kowalski: Refurbished vintage typewriters
Digby & Iona: Old-timey, vaguely gothic jewelry
Dossier: High-brow journal from a Brooklyn arts collective
Erie Basin: Red Hook's antique jewelry outpost
In God We Trust: Vintage-inspired jewelry and clothing
JF & Son: Textile-heavy Greenwich Village boutique
Love Adorned:: Jewelry and housewares in Nolita
Mast Brothers: Artisanal chocolate
Other Music: Classic indie rock record shop
Reverie: Jewelry made from reclaimed materials
Share With...: Sailor tees from a Montauk shop
The Quality Mending Co.: Heritage bags made in Nolita
Top Hat: Quirky imported office supplies
Where I Want to Be: T-shirts by a local photographer
Wool and the Gang: Handmade knitwear and knitting gear

· Madewell Follows Its Launch Party with...Another Launch Party! [Racked NY]
· Madewell's Flagship Debuts in the Flatiron District [Racked NY]