Retailer J Crew has opened the first shop of its new lower-priced women's wear concept Madewell.

The shop opened in NorthPark, Dallas, yesterday (22 August). J Crew will open the second store in Century City, Los Angeles on 2 September and will announce a third location later on in the year.

Madewell, which was inspired by defunct workwear company Madewell, is an edgy casual range which the company said is "not too trendy; not too girly".

The collection includes T-shirts, jeans, fleeces, shirts and accessories and is aimed at twenty- and thirty-somethings.

"Madewell started as a fun, stimulating idea that has grown into an assortment of great clothes that look good now and will look good in five years," said group chairman and CEO Millard Drexler.

Madewell has signed exclusive partnerships with a group of designers including Philip Crangi, a New York City jewellery designer, and Havaianas, the Brazilian flip flop brand.