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Whether you’re into TV and movies, nerdy tees or science humor, or special shirts to celebrate holidays throughout the year- 4th of July to Christmas, St. “In classic J.Crew fashion, the store was having a sale,” Heldman says, “so she gave them to me for 30% off.With our huge library of unique & humorous tees, and trendy & stylish shirt designs, there’s something for everyone to enjoy. “We’ve been trying to push these like crazy, they're on every men’s mannequin.” And even though there’s a brand new J.Crew, some things are more resistant to change. “Oh my god,” she said, according to Heldman.
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When Heldman and her boyfriend got to the register, each clutching their own pair of Giant chinos, the woman checking them out was relieved. So far, though, the giant-fit chino feels more like a niche hit. “They feel fresh.” But J.Crew’s real success will be defined by the guys who don’t have a clue the brand has a new designer-the ones who stumble into their local store, notice something is different, and decide to give it a whirl. “We are now attracting new customers who are already interested in a looser fit,” the spokesperson says. J.Crew knew it could widen its comfort zone, leg opening, and customer base in one fell swoop with these chinos. (“I heard Babenzien on ‘How Long Gone,’” Heldman said Chris Black, one of the podcast’s hosts, runs a consulting businesses that lists J.Crew as a client.) Making a splash in menswear these days often means making a splash online, with people like these-who are just as excited for the online discourse about a new J.Crew collection as they are about the actual clothes. These are pants for people who have more than a casual interest in menswear, who know about Babenzien and have been eagerly awaiting his first collection, and who even listen to podcasts about menswear. It seems safe to say that the giant-fit chino is finding fans not in classic J.Crew customers but in folks interested in a more aggressive strain of fashion. “They have quickly become one of the most popular pieces from the new collection.” So how did the new fit of an old staple become this collection’s immediate best seller? “The Giant Fit Chinos have exceeded our expectations and are doing great!” a spokesperson for the brand reported enthusiastically over email. The online listing for the pants seem to confirm as much: several sizes of the plain khaki Giant Chinos are listed as backordered until October 26th. “That was until I saw the Giant Fit Chinos.” He bought a pair. “I felt like my style evolution had moved past this particular aesthetic,” he said. Luis Morales, a designer in New York, wasn’t sure the new J.Crew was for him-at first. And it’s not just the girlfriends of male J.Crew wearers getting in on the oversized fun-Heldman's boyfriend grabbed a pair, too. “All the smaller sizes in the store were almost sold out,” Heldman reports. The pants have emerged as an unlikely hit. Giant-fit chinos-a style resurrected from the J.Crew archive-apparently do not need time to catch on, though. And it would have been right in line with the brand’s strategy if it took some time for Babenzien’s new freaked-prep vibe to fully gestate with J.Crew fans. So far, J.Crew’s comeback has been defined by its slow-rolling and patiently simmered approach. J.Crew unveiled the new fit as part of its new fall collection last week, the first designed by Noah founder and former Supreme creative director Brendon Babenzien.
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The pants are your average khaki-colored chinos, only swelled to such enormous proportions that J.Crew officially calls the style the “Giant-fit chino.” Heldman hustled to the J.Crew on Michigan Avenue and managed to snag the very last pair of the pants in her size. “I saw the pants and immediately loved them,” she told me over email. Maddie Heldman, a 22-year-old Chicagoan, was browsing the J.Crew Men’s Instagram account after her partner sent her some news about the beloved and revamped mall brand. Finally, having a boyfriend who’s into menswear paid off for somebody.