Title: The Kingdom of Prep: The Inside Story of the Rise and (Near) Fall of J. Crew

Author: Maggie Bullock

Publisher: Dey Street Books 2023

Genre: Nonfiction - Business

Pages: 368

Rating: 3/5 stars

Reading Challenges: Fall TBR

Once upon a time, a no-frills J.Crew rollneck sweater held an almost mystical power—or at least it felt that way. The story of J.Crew is the story of the original “lifestyle brand,” whose evolution charts a sea change in the way we dress, the way we shop, and who we aspire to be over the past four decades—all told through iconic clothes and the most riveting characters imaginable.

In The Kingdom of Prep, seasoned fashion journalist Maggie Bullock tells J.Crew’s epic story for the first time, bringing to life the deliciously idiosyncratic people who built a beloved brand, unpacking the complex legacy of prep—a subculture born on the 1920s campuses of the Ivy League—and how one brand rose to epitomize “American” style in two very different golden eras, and also eventually embodied the “retail apocalypse” that rocked the global fashion industry and left hollowed-out malls across the country.

A random library pick that I thought might be something I would enjoy, but ultimately, this book fell a bit flat for me. Overall I think this account felt a little too long. We spend so much time setting up the entire concept of J. Crew and then linger over the details. I might have liked this more as a long-form article than a full length book. Or maybe I just wasn’t as invested in the J. Crew brand as a reader that would have really loved this one. I never really bought into the J. Crew brand as a teen or college student. And now I’m very much in homeschool mom chic. Oh well.

Next up on the TBR pile: