At least three years. That's how long I've been waiting for Madewell to open in SF. When I met J.Crew's younger, mismatched sister, I was instantly drawn to the forward denim, off-beat tops, funky prints, playful jewelry and experimental accessories. The time has come...

I am overjoyed to aver, come July 12, Madewell will open doors in the Westfield Center, conveniently near its style sibling. What started as a college town-targeted brand, is growing up, or rather, blowing up. If you've ever thought J.Crew too prep for you, Madewell is the solution; it's the definition of disheveled chic, at a slightly lower price point. A poppin' launch party is in the works, in the meantime, here's a garden variety of what's in store.

Samantha Durbin (sami.7x7@gmail.com) is a lifestyle writer who honed her blogging skills as Editor of FabSugar.com. Samantha graduated from The Fashion Institute of Technology, also writes for San Francisco magazine and Gilt City, and shares her musings via her poly-blog network, led by SFonFire.