J.Crew/Pinterest">

Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

or
clock menu more-arrow no yes mobile

Filed under:

J.Crew Customers Love Colors Named After Foods

Photo: <a href="http://www.pinterest.com/jcrew/dec-14-style-guide/">J.Crew</a>/Pinterest
Photo: J.Crew/Pinterest

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

According to the Huffington Post, J.Crew sources the names for its signature vibrant colors by tapping into what makes everyone smile around the world: food. "People really respond to food," Tom Mora, J.Crew's head of women's design, says. "I've never heard a person not feel happy about eating. It's that emotion or smile on your face. These colors all have distinct smells or tastes to them."

The report goes into the logistics of creating the colors, too. The inspiration can start anywhere, as Mora demonstrates with a neon electric flame color that started off as "a really intense shoelace." But in naming the colors, instant recognition is essential. "We don't want to start naming names in terms of a town or get too specific," Mora explains. "That confuses people. They need to get it immediately from the sound of the name." Neon papaya makes a lot more sense now.
· How J.Crew Colors Get Their Wild Names [HuffPo]
· J.Crew Band-Aids Are the Most Whimsical Way To Heal [Racked]
· J.Crew's Jenna Lyons Wants You to Stop Buying Party Dresses [Racked]