Madewell, a J.Crew company, opened its newest store Tuesday in Georgetown at 1237 Wisconsin Ave. The store fills the vacant slot once occupied by the PUMA store. The Georgetown store marks Madewell's twentieth location nation-wide and the second in the D.C. region—Tysons Corner got one first.

The company picked Georgetown, not only because it already had a successful J.Crew in the area, but also because Georgetown is an "historic, vibrant neighborhood" with "a cool mix of old meets new," explained Gigi Guerra, Director of Marketing for Madewell

J.Crew has been upping the ante over the past few years by bringing out more higher price tag items and expanding to bridal and wedding wear. Madewell, acquired in 2006, is the company's way to retain the casual market an upgraded J.Crew might otherwise leave behind. 

Guerra said Madewell is different from J.Crew because it is "part vintage, part modern." It is also, apparently, all about the jeans, evidenced by the "Jean Bar" inside.

To introduce itself to the neighborhood in style, Madewell is hosting an opening celebration with Brightest Young Things. Guests will enjoy 15 percent off all jeans in store. It could be the perfect girls' night with cocktails by Kat Bangs, DJ Tunes by Broads, a vintage photo booth and free knitting demos by Wool + The Gang.