Madewell’s 24-day denim campaign includes a Goop denim jumpsuit

To drive traffic without defaulting to discounting prices, J.Crew-owned brand Madewell is generating buzz by releasing a new denim product every day for the next 24 days.

Through its “Denim Every Day” campaign, starting July 26, Madewell will release a new denim product every day through Aug. 18. Some releases are collaborations with outside brands, like a pair of denim Vans slip-ons, a denim jumpsuit designed in partnership with Gwyneth Paltrow’s line Goop, and a denim-upholstered chair by ABC Carpet & Home. Other releases include new Madewell products, like the brand’s first pair of maternity jeans, relaunched items that had previously been discontinued, and a customizable jean jacket. Madewell will also offer services like gift cards for recycling denim and free tailoring.