On Target

Target launches eco-friendly line by Rogan Gregory

Posted by Sarah van Schagen at 11:58 AM on 02 May 2008

Read more about: shopping | green living | fashion | green products

Photos: Target

Big-box store Target -- or Tar-zhay, as I like to call it -- is launching its first eco-friendly line of apparel ... at luxury retailer Barneys New York.

The collection, designed by Rogan Gregory of Edun and Loomstate denim fame, uses organic cotton, hemp, linen, and bamboo to create a "beach safari vibe" and "relaxed silhouettes." And this guy doesn't skimp on eco-materials ... no "5 percent organic" here.

Says a Target rep, "[Gregory's] expertise at fusing organic material with skillful design will show women everywhere how easy it is to be environmentally conscientious while remaining stylish."

The pieces, which include tanks, hoodies, wrap dresses, and trousers, will range in price from $14.99 - $44.99. Gregory says that Target's buying power has allowed him to use more "dynamic fabrics" at a price that makes the apparel more available to the masses.

The collection will debut at Barneys New York May 9 - 11 and then move to a Barneys in L.A. from May 16 - 18, before appearing in Target stores for about six weeks.

For story: On Target
7 Comments | Post a Comment

Feed the models

Those poor girls are starving. Their thighs don't even touch. Selling green clothes with starving models leaves something to be desired.

I would be thrilled to find 50% hemp-blend jeans, t-shirts and socks at Target. Bamboo fabric is nice but seems to be essentially a kind of rayon. I also wonder about the energy inputs of bamboo fabric.

Waiting for the proof.

Put the Carbon Back

by Pangolin at 12:33 PM on 02 May 2008

I had the same reaction

Do "green-friendly" products need to be advertised with anorexic models?

by GonzoDon at 3:36 PM on 02 May 2008

Skinny Models in Bikinis Help Ecology

They eat less.

They wear less.

Hooray for less!

Save the Planet, Models!

Texeme.Construct(Participant)

by jabailo at 11:46 AM on 03 May 2008

model

pearl jam "model, role model, roll some models in blood, get some flesh to stick, so they'll look like us" ...

by redwing at 6:21 AM on 05 May 2008

chill out

That girl looks fine. Since when did it become PC to insult skinny folks?

by piojin at 10:28 AM on 05 May 2008

And again missing the point

Skipping the trivial topic of the models, the real issue here is the amazing step forward Target is taking on going green. Usually to find organic clothing one would have to look hard, and spend harder.

Most organic clothing is aimed at the upper middle class and to the baby boomer age group. Bringing the younger generation into buying green is a way to open the doors for this generation to really make a difference, and then move into that upper middle class that will be able to afford living organic later in life.

by kmwilson3 at 11:55 PM on 07 May 2008

forget the models

Target should be praised for its introduction of an affordable, environmentally friendly clothing line, not criticized for the marketing used to sell the goods. Fashion is a fickle industry, with its own set of deeply-embedded problems related to body image and the essence of real beauty. Target could not defy all norms associated with fashion, and still expect its new line to be a success. So, they did what most companies torn between traditional and sustainable business practices would do: they focused on the important issues and compromised on the peripheral details. Introducing eco-friendly clothing at a low price point is a great opportunity for those with limited incomes to spend their money wisely and responsibly. And who knows, maybe the models will become so inspired by the natural wear, that they might even resort to the oh-so-natural practice of eating.

by hcsteiner at 1:10 PM on 08 May 2008

ADVERTISING POLICY

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