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This Austin-Based Company Will Customize Your Madewell Denim This Week

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Something cool is happening in the windows at Madewell in Flatiron. For the next two days, the Austin-based chain-stitch embroidery collective Fort Lonesome will be creating one-of-a-kind denim pieces for everyone to see from the sidewalk.

Through Thursday, customers at the 115 Fifth Avenue store can purchase Madewell denim and let Fort Lonesome help them figure out how to customize it. But if you’re not shopping right now, you can just walk by the windows and take in the installation.

We chatted with the team below about the collaboration — check it out to learn more about the company and to see the artists hard at work.


115 5th Ave, New York, NY 10003, USA