Now Open: Madewell at Reston Town Center

Madewell, a younger relative of JCrew, opened its doors at Reston Town Center last week.

The store is part of a rehabbed retail row aimed at young women shoppers. The stretch, formerly home to Gap and Gap Kids, includes bluemercury and Kendra Scott.

Madewell is owned by JCrew (also located at Reston Town Center) and is geared towards younger — and more price-conscious — customers.

Some of the best sellers: jeans, of course. Madewell has a Denim Bar with a wide variety of fit and washes. The company is also known for its signature Transport Tote, a $168 leather all purpose bag.

Also top sellers: casual dresses, delicate costume jewelry, and peasant blouses.

The store also has a jeans recycling program. Bring in your old pairs and the staff will give them to Blue Jeans Go Green, (and you will get $20 off on a new pair). Blue Jeans Go Green keeps denim out of landfills by turning jeans into housing insulation.

Madewell is located at 11928 Market St. Hours: Monday-Thursday, 10 a.m. to 8 p.m. Friday-Saturday, 10 a.m. to 9 p.m. Sunday, 12 p.m. to 6 p.m. Phone: 703-481-1020.