Vineyard Vines Partners With J.P. Morgan for Pop-Up Shop

To ease the transition for employees to a recent move to business-casual attire, J.P. Morgan Chase & Co. partnered with Vineyard Vines, the preppy men's and women's apparel brand (and a J.P. Morgan client), to host a pop-up shop at its Park Avenue headquarters. And this appears to be only the start of a broader apparel push at the biggest U.S. bank. J.P. Morgan is slated to open pop-up shops at its New York, Wilmington, Del., and Columbus, Ohio, locations later this year, said Chief Marketing Officer Kristin Lemkau.

Total Retail's Take: Going from suits to sweaters, J.P. Morgan is changing the culture at the Wall Street bank, and Vineyard Vines is the beneficiary. The preppy apparel brand would seem to be a natural fit for J.P. Morgan's wealthier employee base. Though one does have to wonder, don't the men and women that work at J.P. Morgan have more in their closets than suits, T-shirts and jeans? You would think a pair a khaki pants and a button-down shirt would be pretty standard.