J.Crew (www.jcrew.com), the preppy clothier of neat cardigans, button-downs and rugby wear, has a new cousin. Madewell 1937 (www.madewell1937.com) is the latest entry into the urban rumpled clothing genre.

The Crew’s brand new retail sibling opened its first East Coast store last week in the Mall at Short Hills, (www.shopshorthills.com) without fanfare. But a quick stop in the shop revealed two positives:

1) The clothes are less expensive than J.Crew’s without looking cheaper.

2) While the line appears to target 20-somethings, there is plenty to keep women of other ages entertained.

That said, be warned Madewell 1937 is heavy on cuffs. Every thing that can be rolled up in the store is cuffed: jackets, shirts, pants. The obsessively casual rules.

So-called Worker jeans($79+), are still priced above the limit for most worker bees. There is a fair amount of safari and gypsy chic. It’s Banana Republican for the mall adventurer.

You will find some nifty sundresses ($118), paired with a stylish short-sleeved cotton cardigan ($44). You’ll combo these sweaters with lots of other outfits. Also, Madewell is a good spot to fill up on tee shirts for under $20.

Nothing here really demands your attention, but if you want new, and are tired of Crew, this might be a good place to dip an oar.