I’m a big fan of the store-within-a-store concept. J.C. Penney’s recently kick-started the trend with certain brands siloed in “shops” along a main thoroughfare of the store. If you’ve ever been in a Saks, you’ve noticed designer brands like Louis Vuitton and Prada off to the sides by themselves, holding court in boutique spaces where employees wear different uniforms than the rest of the store’s salespeople. You can even find Dunkin’ Donuts at gas stations. What I’m saying is, this is the future kids.
Walking into a sectioned-off area of a larger store invites a more personal, less intimidating retail experience, with a selection that’s usually more finely edited so you’re almost sure to find something you like. Sort of like shopping a cool, laid-back friend’s closet.
Hopping on the bandwagon? Monster box store Target. For its fall installment of “The Shops at Target,” the retailer is partnering with four boutiques—New York’s Kirna Zabete and Odin, San Francisco’s The Curiosity Shoppe and Boston’s PATCH NYC—to co-create exclusive apparel and home collections for the store. Sort of like its designer collaborations, but not just for chicks.
I had a chance to view the Odin collection at an event last night here in New York, but missed it, sadly, due to some pressing matters (namely my sinuses, which were doing this hilarious impression of bricks sitting on my face. I swear, these summer colds are going to kill me…).
But anyhow, I still got a sneak peek at several looks from the collection, and I’ve gotta say, I’m pretty impressed. We all know already that I love me some Target, but usually I keep to the basics – tees, summer shorts, Justin Bieber notebooks (wait, that’s just how I manage my To Do’s?) With this collaboration, though, Tar-jay is really stepping up its game.
One of the first lifestyle stores dedicated just to men, Odin has three stores here in NYC and carries high-end lines from well-known and emerging designers, with a focus on “sophisticated, yet approachable” menswear and accessories. The Target collection, including tailored pants, jackets, sweaters, and a pretty solid-looking weekender bag, ranges in price from $15 to $100.
Seeing as this summer cold has me wrapped up in a stupid amount of layers, it doesn’t feel so weird to be looking at sweaters and jackets in drip-worthy 90-degree weather. But I apologize if you’re breaking out in hives just looking at these cold-weather clothes.
Odin and the other collections debut Sept. 9 at all Target stores and Target.com, and will be available for a limited time.