J. Crew now uses the brand for a line of high-end women’s clothing. Its marketing draws heavily on the age of the original Madewell, and J. Crew is fond of including “since 1937” under the logo. This is part of a larger effort to portray the Madewell brand in retrospect as a venerable, solid company known for craftsmanship and quality.

This is a really old strategy for getting credibility. Some scholars believe that Sun Tzu's Art of War is really much younger than what is claimed in the book. They believe that Sun Tzu focused on the book's supposed age and history, in order to give it more credibility.