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Target Jumps On The Lumbersexual Trend

Target's new locally crafted collection of leather goods, gifts, clothes, and more for men looks tailor-made for Ron Swanson's closet.

  • <p>On Sunday, big box retailer Target is launching Target Collective, a new umbrella program featuring six high-end, American-made men’s brands.</p>
  • <p>These designs are all decidedly <a href="http://gawker.com/are-you-a-lumbersexual-1657844454" target="_blank">lumbersexual</a>: they appeal to the bearded, flannel-wearing, outdoorsy-looking man who's having none of the skinny jeans trend (even if he carries a MacBook air and spends more time in hip bars than in his imaginary wood shop). Here, Billykirk.</p>
  • <p>The collective will be available online only at first, signaling a strategic move to capitalize on the <a href="http://wwd.com/menswear-news/retail-business/online-mens-wear-sales-seen-continuing-surge-10093966/" target="_blank">exploding e-commerce market for menswear</a>, one of the fastest-growing categories for online shopping.</p>
  • <p>The six partner brands, which all prioritize local manufacturing, help align Target with the ever-popular maker movement and the “artisanal” branding craze. Here, Billykirk.</p>
  • <p>It's also part of <a href="http://www.fastcodesign.com/3037521/can-target-reclaim-its-design-moxie" target="_self">Target's push to emphasize design.</a> Billykirk.</p>
  • <p>The designs, for the most part, have a rugged, understated aesthetic, in army green, gray, black, and navy--Ron Swanson might shop this new collection. Billykirk.</p>
  • <p>There are nearly 90 items in the collective, including leather goods, gifts, clothes, and stationery. Billykirk.</p>
  • <p>The six brands were chosen to complement each other. Billykirk.</p>
  • <p>Leather and canvas design company <a href="http://www.billykirk.com/" target="_blank">Billykirk</a>.</p>
  • <p><a href="http://www.duluthpack.com/" target="_blank">Duluth Pack</a> has been making luggage at its Minnesota factory since 1882 (its most popular portfolio is made of "tough" bison leather).</p>
  • <p>Brooklyn-based <a href="http://www.owenandfred.com/" target="_blank">Owen & Fred</a> (very lumbersexual men's names) makes leather luggage tags, soap and soap dishes, notebooks, and pens.</p>
  • <p>Some of the items available will be existing products from the brands, while others will be exclusive items developed with Target’s internal product design team. Owen & Fred.</p>
  • <p>The century-old New York-based <a href="http://terrapinstationers.com/" target="_blank">Terrapin Stationers</a> specializes in hand-embossing.</p>
  • <p>Taylor & Stitch make shirts and pants in limited batches.</p>
  • <p>Taylor & Stitch. The items in the collective will retail for $10 to $270--on the pricey side for the discount chain--with most below $100.</p>
  • <p>Terrapin Stationers. As of now, it’s exclusively men’s products, but may expand to include women’s products in the coming months.</p>
  • 01 /16

    On Sunday, big box retailer Target is launching Target Collective, a new umbrella program featuring six high-end, American-made men’s brands.

  • 02 /16

    These designs are all decidedly lumbersexual: they appeal to the bearded, flannel-wearing, outdoorsy-looking man who's having none of the skinny jeans trend (even if he carries a MacBook air and spends more time in hip bars than in his imaginary wood shop). Here, Billykirk.

  • 03 /16

    The collective will be available online only at first, signaling a strategic move to capitalize on the exploding e-commerce market for menswear, one of the fastest-growing categories for online shopping.

  • 04 /16

    The six partner brands, which all prioritize local manufacturing, help align Target with the ever-popular maker movement and the “artisanal” branding craze. Here, Billykirk.

  • 05 /16

    It's also part of Target's push to emphasize design. Billykirk.

  • 06 /16

    The designs, for the most part, have a rugged, understated aesthetic, in army green, gray, black, and navy--Ron Swanson might shop this new collection. Billykirk.

  • 07 /16

    There are nearly 90 items in the collective, including leather goods, gifts, clothes, and stationery. Billykirk.

  • 08 /16

    The six brands were chosen to complement each other. Billykirk.

  • 09 /16

    Leather and canvas design company Billykirk.

  • 10 /16

    Duluth Pack has been making luggage at its Minnesota factory since 1882 (its most popular portfolio is made of "tough" bison leather).

  • 11 /16

    Brooklyn-based Owen & Fred (very lumbersexual men's names) makes leather luggage tags, soap and soap dishes, notebooks, and pens.

  • 12 /16

    Some of the items available will be existing products from the brands, while others will be exclusive items developed with Target’s internal product design team. Owen & Fred.

  • 13 /16

    The century-old New York-based Terrapin Stationers specializes in hand-embossing.

  • 14 /16

    Taylor & Stitch make shirts and pants in limited batches.

  • 15 /16

    Taylor & Stitch. The items in the collective will retail for $10 to $270--on the pricey side for the discount chain--with most below $100.

  • 16 /16

    Terrapin Stationers. As of now, it’s exclusively men’s products, but may expand to include women’s products in the coming months.

On Sunday, big box retailer Target is launching Target Collective, a new umbrella program featuring six high-end, American-made men’s brands. It’s the first of Target’s many high-low fusions to focus exclusively on men’s products. And not just any men's products, either. These designs are all decidedly lumbersexual, appealing to the bearded, flannel-wearing, outdoorsy-looking man who's having none of the skinny jeans trend (even if he carries a MacBook Air and spends more time in bars than in his imaginary wood shop).

The collective will be available online only at first, signaling a strategic move to capitalize on the exploding e-commerce market for menswear. The six partner brands, which all prioritize local manufacturing, help align Target with the ever-popular maker movement and the "artisanal" branding craze. It's also part of Target's push to reclaim its design moxy.

The designs, for the most part, have a rugged, understated aesthetic, in army green, gray, black, and navy—Ron Swanson might shop this new collection. There are nearly 90 items in the collective, including leather goods, gifts, clothes, and stationery. The six brands were chosen to complement each other, and include Brooklyn-based Owen & Fred (perhaps the most lumbersexual-sounding first names ever), which makes leather luggage tags, soap and soap dishes, notebooks, and pens; leather and canvas design company Billykirk; and men’s shirt designers Taylor & Stitch. Locally Grown sells T-shirts at farmer’s markets, food co-ops, and crunchy boutiques—the modern lumbersexual has an environmentalist bent. Duluth Pack has been making luggage at its Minnesota factory since 1882 (its most popular portfolio is made of "tough" bison leather). The century-old New York-based Terrapin Stationers specializes in hand-embossing.

Some of the items available will be existing products from the brands, while others will be exclusive items developed with Target’s internal product design team. They’ll retail for $10 to $270—on the pricey side for the discount chain—with most below $100. As of now, it’s exclusively men’s products, but may expand to include women’s products in the coming months.

[via WWD]

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