The Madewell Hometown Heroes Collective Brings 6 Emerging Brands To The Site — Here’s Why


"I sew everything by hand, so that’s where most of my time goes," Anna Zeitlin, the milliner behind Fanny & June, said in an interview with Madewell on the brand's site. She'd just been asked what a typical day was like at her Nashville-based hat brand; Zeitlin went on to say that, like most other professionals, she spends plenty of time filling orders, checking emails, and browsing social media. Whatever was typical before may be about to go out the window, though. Fanny & June just joined Madewell's Hometown Heroes Collective along with five other up-and-coming brands — a newly-expanded initiative which shares the hugely popular clothing and lifestyle brand's spotlight with emerging indie creatives.

It goes without saying that this is a big deal for the chosen artists. (After all, Meghan Markle's Panama hat from Madewell has been in her wardrobe for years.) The new collective is the next step for Madewell's Hometown Heroes program, which the brand has long since used to share emerging brands with Madewell's undoubtedly sizable online audience. In partnership with the arts nonprofit Nest, the new Hometown Heroes Collective — which officially launched March 26 — gives the chosen artists tools, business coaching, and the exposure necessary to go from locally known to globally recognized.


It works out for Madewell's customer base, as well — without the right stroke of luck, it'd be next to impossible to randomly find these one-of-a-kind pieces without Madewell. Besides Fanny & June's hats, the first wave of the collective includes Alex Clarke Woodworking, Brothers Design Co., Emily Elizabeth Miller, Heritera, and QuiltKween. Prices start out at just $7 and go up to $250, with the products online for a limited time.

Are you secretly able to quilt a gorgeous wall hanging, or create ceramic vases that look like modern pieces of art? Madewell has also listed instructions on its website on how to join the Hometown Heroes Collective. And are you more of a shopper than a maker? That's okay, too. Keep scrolling down either way — a few pieces from the incredible Hometown Heroes Collective are below.

Fanny & June Straw Florist Hat, Wheat



You can leave this woven hat plain, or add on your favorite ribbon to accessorize it more personally.

QuiltKween Quilted Throw Pillow Case 002



Sleek and geometrical, QuiltKween's designs are sure to seamlessly work with anything already in your home.




It goes without saying that this illustrated T-shirt would work perfectly with, say, a pair of Madewell jeans.

Brothers Design Co. Not Your Darling Heart Patch



One for every jacket, please.

Heritera Porcelain Dreamers Vase



Whimsical but still sophisticated, this sleek vase will make your bouquets seem that much livelier.

Fanny & June Straw Painter Hat



Pair this vintage-inspired hat with overalls and your favorite T-shirt for an artist-approved outfit (no painting skills required).

Alex Clarke Woodworking Walnut Brass Loop Serving Board



Who knew Madewell would be the place to buy the chicest handmade serving board? No complaints here, though.

Brothers Design Co. Wear Your Love Banner



You could frame this Brothers Design Co. banner or leave its edges exposed; either way, it'll add a pop of texture to any wall.

Heritera Porcelain Etchform Vessel



Keep your jewelry collection neat and tiny with this metallic-detailed porcelain catch-all.

Alex Clarke Woodworking Three Dots Candle Holder



You only need one of these candle holders from Alex Clarke Woodworking to create a sleek dining room centerpiece — but a few more wouldn't hurt.

QuiltKween Wall Quilt 001



Clean lines and neutral colors make this piece of wall art so versatile.

EMILY ELIZABETH MILLER Letterpress I Like You Bear Card



Show that special someone in your life some appreciation with this adorable letterpressed card.