J. Crew x Prinkshop launch limited-edition capsule of politicized tees

By

Cassidy Mantor

Published
Jun 2, 2018

In a risky move for the usually subdued J. Crew, the preppy brand has partnered with activist company Prinkshop to launch a line of tees featuring politicized slogans, including a boys' shirt saying "I am a feminist too."

The six-piece limited-edition capsule includes women's, boys' and girls' tees as well as a tote bag. Women's pieces include tees that read "Jane of all trades," or the word "Mother" translated across several languages and colloquialisms. The girls' shirt says "You see a girl, I see the future," while the boys' claims their role as feminists.

Online, J. Crew explained that the collection stems from the idea of wearing what you care about. The company's politically active collaborator Prinkshop also describes its work on its website, saying, "Our bold, text-based graphic products feature issues ranging from women's reproductive rights and push for equality to education and gun control." 

J. Crew announced the collaboration on Instagram with a picture of a boy wearing the Crewcuts shirt declaring his alignment with the feminist movement. The post's caption reads "start 'em young."

The image announcing the collaboration garnered almost 17,000 likes. Followers chimed in on both sides of the spectrum, some offering support for the messaging while others criticized the company and challenged the idea of using children as billboards for political agendas.

The limited-edition collection ranges in price point from $30 for the Crewcuts children's shirts to $40. J. Crew is donating 10% of retail sales to Girl Up, an organization devoted to helping girls achieve their dreams.

Toddler sizes in the controversial boys shirt are sold out online.