J.Crew will still have the New England prep it was founded on, but it will also have a collection, called Point Sur, with a bohemian California feel in muted colors. The Mercantile line, once only to be found in its outlet stores, will enter J.Crew stores generally as a low-cost option. There will also be new J.Crew sub-brands for tailored clothes, such as suiting, and even a fashion-forward label. As Business of Fashion points out in a story on the relaunch (paywall), Brett spent years at Urban Outfitters, where the brands are designed around customer archetypes rather than seasons.

“We must reflect the America of today, which is significantly more diverse than the America of 20 years ago,” Brett told the Journal. “You can’t be one price. You can’t be one aesthetic. You can’t be one fit.”

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