A photo posted by J.Crew (@jcrew) on
Attention shoppers: preppy favorite J.Crew made a stop by Queen Street Grocery. This morning the brand featured brothers Kirk, Zac, and Clay Chambers of fashion blog Brothers & Craft standing outside of the cafe sporting J.Crew’s new denim line.
According to Queen Street Grocery manager Damien McPherson, the cafe employees didn’t even know the shoot had happened. “We just saw it on Instagram,” he says.
We tracked down two of the brothers of Brothers & Craft, Kirk and Matt. Turns out the guys are essentially professional tastemakers. After Kirk began the Brothers & Craft blog two years ago, a variety of brands came calling, asking the brothers (there are eight siblings in total, only four work on the blog) to “make creative assets.” In non-ad speak Matt says that means take hip photos, write cool copy, discover interesting things …
“A lot of what we do revolves around fashion,” says Kirk. “But we’ve also transitioned into doing things with hotels and CVBs. We also just had a page spread in Garden & Gun. They asked us to travel through Kentucky.” (Uhh, how do we get that gig?)
Regarding the J.Crew shot, Kirk says the company reached out to the men and asked them to test out their new denim line (again, where do we sign up for the free clothing membership?). “I was like, let’s shoot some content for them,” says Kirk. “It was on our own initiative. I was looking for that bistro/cafe vibe.” They shot the photo, sent it to J.Crew, and voila, 12.4K grammers have now liked the Queen Street image.
The Brothers & Craft brothers say they’re glad J.Crew picked that shot as it showed something of Charleston. Three of the brothers live in the Holy City, with one in Tennessee, so they’re happy Queen Street Grocery got some national love.
“This, for us, is about engaging culture in stylish ways,” Kirk says. “We’re looking out for fascinating characters, beautiful craftsmanship, history, heritage, whatever it is. We want to be able to say to our culture, this is something that’s worth your time or your money or your participation. We’re trying to find things that other people would say ‘We want to be part of that too.'”