Quiksilver teams up with J Crew
I spoke with Quiksilver Americas SVP and General Manager Steve Wilson on Friday about Quiksilver’s new collaboration with J Crew.
Quiksilver and J Crew collaborated on four new boardshort styles inspired from Quiksilver’s archives.
Steve said Quiksilver is always interested in working on collaborations, and after seeing the caliber of brands J Crew works with, he and the team at Quiksilver thought it would be a good fit.
Quiksilver SVP and General Manager Steve Wilson
J Crew’s demographic also trends a little older than the age targeted by Quiksilver’s young men’s line, which was a plus because it could help the brand reach a broader audience.
Steve spoke with Randy Hild, who works on Quiksilver special projects like this. Randy spoke with Quiksilver friend Andy Spade, Kate Spade’s husband, who knows J Crew CEO Mickey Drexler.
Drexler put Randy in touch with J Crew Creative Director Jenna Lyons.
Steve said as it turns out, Jenna grew up in Orange County and totally understands the Quiksilver brand.
The Quiksilver team showed them 40 to 50 pieces from Quiksilver’s archives, and the J Crew team leaned toward styles with scalloped legs, fern prints and soft, cotton/nylon washed fabric.
The boardshorts launched April 20 in stores, online and in the catalog, and will also appear in the June and July catalog.
Currently, Quiksilver gets top billing in the “In Good Company” page on the J Crew website that features collaborations.
Other brands that J Crew has collaborated with include Sperry Top-Sider, BillyKirk, Corgi, Billy Reid for K-Swiss and many more.