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Sustainability

Can Designers Bring Progressive Values to Big Brands?

Designers like Brendon Babenzien, J.Crew’s new men’s creative director, bring deeply rooted values as well as design skills to their work. But embedding these values into larger organisations can be challenging.
Brendon Babenzien's first J.Crew menswear designs will be available in the second half of 2022. J.Crew.
Brendon Babenzien's first J.Crew menswear designs will be available in the second half of 2022. J.Crew. (J.Crew)
By
BoF PROFESSIONAL

This week, preppy chain J.Crew hired Brendon Babenzien, ex-Supreme designer and founder of Noah, to re-energise its men’s business. Babenzien is known for a skate-prep aesthetic that could bring new currency to J.Crew. But his progressive, punk-inspired values on topics from the environment to worker’s rights have been equally important to building his fanbase.

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About the author
Vikram Alexei Kansara
Vikram Alexei Kansara

Vikram Alexei Kansara is Editorial Director at The Business of Fashion. He is based in London and oversees BoF’s luxury, fashion week, art, sustainability, global markets and opinion verticals.

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