Madewell has perfected the modern tomboy aesthetic

What’s the story? Madewell was founded by Russian immigrant Julius Kivowitz in the United States in 1937 as a denim workwear company. Seventeen years after the brand’s last factory closed, in 1989, J.Crew chief executive Mickey Drexler relaunched Madewell as a womenswear label. Canadian-born Somsack Sikhounmuong, a J.Crew veteran, has been Madewell’s head designer since 2013.

Why we love it: the modern tomboy aesthetic is so tempting, especially on those days when all you want to do is curl up in bed.

What we’d pick: can we say everything? Probably not. OK then, let’s start with these adorable printed woven track pants (above left; HK$1,070), which have a stretchy waistband that would come in handy while enjoying a hearty Sunday brunch. Pair them with some Birkenstocks for a casual weekend look. The black leather-trimmed straw fedora (top right; HK$690) oozes coolness and will appeal to those who are rightly fearful of the sun’s rays. Last, there’s the distressed denim jacket (above right; HK$1,280) for that bonafide cowboy look.