The once hugely popular J. Crew brand is looking to reinvent itself under the direction of Brendon Babenzien, the former design director at sportswear and skateboard brand Supreme, "who once did for the hoodie generation what J. Crew had done for its dads," per The New York Times. "Back from a 2020 bankruptcy brought on by a series of business missteps that left the company saddled with debt, J. Crew is aiming to regain its cool at a time when, in the words of Mobolaji Dawodu, the fashion director at large of GQ, cool is mainly in our phones."