Everyday Madewell

Craft is many times overlooked in fashion and architecture. All too often do we buy a garment or a piece of decor or even a new home without fully appreciating the craft and care that went into the making of the item. Madewell has craft embedded in its name, in more than just a literal sense.

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Every year when South by South West comes around, Austin locals can expect an eclectic mix of fashion, music and interactive mediums to invade the city. Rarely do you find a quaint little pop-up in the earthy chic boutique Hotel San Jose residing in my neighborhood of South Austin. It takes a real artist to cultivate a  meaningful pop-up, down to the detail of the concrete casted planters filled with cacti from the most vibrant succulent collection in town, East Austin Succulents.

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Madewell always has a way of harnessing an essence that is truly their own. This essence embodies the reason we design or make-well. Design is an art, a craft that is extremely detail oriented and meticulous. Ultimately it’s the cultural well-being that comes as a by-product of the design that really matters. Bringing together good people to celebrate craft, in this case, chain stitch embroidery by the talented team at Ft. Lonesome in a beautiful nature driven space by famous Texas architects, Lake Flato, made this truly a memorable SXSW experience.

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