J.Crew must’ve had an extra shot of something in their coffee. Somewhere between the country club and the nightclub the brand was made aware of their perfect positioning in the men's market, staked comfortably in the “Wonder Years” (the ones where you learn how to dress like a grown-up). As they’ve been reinventing themselves over the past 5 years give or take, they seem to have taken measured, careful, well plotted steps towards creating a new dialogue in menswear. This is a dialogue centered around heritage, tradition and innovation and the crossroads those principles intersect at.

But that’s an old hat, or at the very least one that’s been worn. The news isn’t “J.Crew is getting cool”, the news here is that "J.Crew is getting really cool . . . and smart to boot!".

Newly released to promote the Ludlow Suit, which originally was made for their specialty NYC shop, The Liquor Store, a promo video featuring new band The Rassle (former members of The Virgins, Young Lords and the Takeover UK) brings them into a new light that is undeniably effective for those trying to transition between office culture and youth culture.

Will brands of J.Crew's caliber and size, excuse the pun, "follow suit" and open stores like The Liquor Store to act as real-time testing labs for variants and ideas, later to be released to the mass market?

Will this trend catch on?