In Williamsburg, trickle of chain stores gives way to a flood
The lettering was subtle, the colors muted and soft.
J. Crew’s signage on its new Wythe Avenue storefront, like the run-up to its opening over the weekend, involved careful steps to avoid too much attention or any ostentatious displays.
The clothing store has been “collaborating with local artisans and community members, in the hopes that the new store will be embraced by its neighbors, rather than shunned,” reported Brooklyn Magazine. The publication’s interview with J.Crew’s executive creative director, Jenna Lyons, praised the store’s opening, but other critics were not as kind. Gothamist lampooned it as “an addition that furthers the Connecticutification of the neighborhood once beloved by artists,” while Brokelyn found the company’s whole public relations campaign to be “beyond parody.”
“It was going to happen eventually. I’m just surprised at the speed at which it’s happening,” said Russell, who refused his last name but looked over the new location from the second floor balcony entrance of Brooklyn Oenology across the street.