I was shopping in SoHo yesterday with a girlfriend of mine when she told me that I had to check out the new flagship Madewell 1937 store that just opened in NYC last month (previously locations were only on the West coast). Under the same parent umbrella as J. Crew, Madewell has a completely different vibe than its preppy, clean-cut counterpart.

Stocked with colourful denim, crinkly boho dresses, layering tanks and tees, and a big selection of scarves, the line is clearly catered towards a more eclectic, youthful and trendy crowd. With a price range comparable, if not slightly lower than J. Crew, and with pieces that are much more casual and stylish, I’m already a fan.

If you’re in the neighbourhood, the store is definitely worth a visit. The bi-level space is laid out beautifully with an overall bright and airy feel, and the colourful walls and decor make for a pretty backdrop as you’re scanning their impressive denim wall. Their cutely designed website is worth a peek too.

Madewell 1937, located at 486 Broadway (at Broome St).