Contributing Monkie Sarah Backhouse
Published on May 19, 2008
Target’s GO International banner offers the hoi polloi a chance to wear designer clothing for a fraction of the price. In the past, the Minnesota-based corporation has collaborated with cutting-edge designers like Alice Temperly, Proenza Schouler, Loeffler Randall, Patrick Robinson and Jovovich-Hawk. But this time it’s different. For its eleventh GO venture, Target will be delivering certified organic clothing by teaming up with ethical icon Rogan Gregory.
Gregory is rock star in the green fashion scene, carving a niche with his own label, Loomstate, as well as Ali Hewson and Bono’s label, Edun. So, what would tempt this stickler for sustainability to join forces with a mass retailer like Target (who — let’s face it — hasn’t had the most stellar environmental record to date)?
“It’s complicated,” says Gregory. “In order to make any real impact, you have to reach the mass market. Sustainability can’t be a cult taste; it can’t be a luxury. And Target has been a great partner, in fact, because they pull this whole organic thing into the mainstream.”
He continues: “I knew that I’d only do a collection like this one if I had guarantees that it could be done in an ethical way. I’m against the idea of just, you know, adding more stuff to the world. But Target is smart, and the way this project has worked out, they’ve initiated one of the largest, if not the largest, runs of certified organic cotton ever. That, to me, is a real achievement — not only does it mean Target now has a system in place for perpetuating its commitment to organic clothes, but because of their clout, it also shows other mainstream retailers that sustainability is a realizable ideal.”
So, what can we expect from the Rogan for Target collection? Taking cues from nature, the line will exude a beach safari vibe, featuring loose tanks, short shorts, wrap dresses, skirts and hoodies in an array of colors and prints — including animal prints, which Rogan reckons works for all ages. All items will be made from 100% organic cotton, linen and other natural fibers and, best of all — everything is priced at $14.99-$44.99.
Rogan for Target hits stores on May 18. Or, to get a head-start on other green fashionistas, the entire collection will be at Barneys in Beverly Hills from May 16-18. It’s the first time the luxury retailer has cleared their stock for an affordable mass retailer. A historic moment indeed.