Target Leans Into the ‘Old Money’ Aesthetic with Rowing Blazers
The brand that reintroduced Princess Diana’s iconic black sheep sweater to the masses lends its “old money” aesthetic to Target.
The popular retailer unveiled images from the 100-plus-piece collaboration with New York City-based Rowing Blazers. The collection, which drops on Sept. 23 at select Target stores and online, spans adult and children’s apparel, accessories, home, outdoor play and pet products. Most items retail for under $30.
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The apparel range leans into classic fall staples, offering blazers, sweatshirts, knits, rugby shirts, fleeces and duffle coats in collegiate colorways and styling.
“For nearly 25 years, Target has partnered with some of the biggest and brightest names in the industry, bringing guests on-trend designs at an incredible value,” said Jill Sando, Target’s executive vice president and chief merchandising officer. “This fall, we’re teaming up with Rowing Blazers, a brand known for putting a fresh, colorful twist on American classics.”
Blazers, skirts and trousers are constructed in a mash-up of plaid, checks and stripes. A men’s button-down shirt is color blocked in preppy pastel stripes. Items like a men’s double-breasted blazer and a women’s pink corduroy blazer are finished with shiny gold buttons.
Other products include pendants, chess sets, notebooks, playing cards, ping-pong paddles, blankets and more.
Rowing Blazers was founded in 2017 by designer, archeologist, former U.S. national team rower and World Championships rowing bronze medalist Jack Carlson. In 2020, the brand landed on the radar of Anglophiles, royalists and nostalgic consumers alike when it launched a collection inspired by Princess Diana’s fashion in the early ’80s. It included a recreation of Warm & Wonderful Knitwear’s black sheep sweater, a subliminally charged jumper the late royal was photographed wearing in public several times. It sold out immediately.
The brand has since released collections with Babar The Elephant, Seiko and K-Swiss. The Target partnership introduces Rowing Blazers into new categories, however.
“Working with Target on this partnership is a dream come true,” Carlson said. “My vision for the Rowing Blazers brand is based on the idea of taking the classics and making them fun, interesting and approachable. This collaboration allows us to be more accessible than ever—with first-time products for Rowing Blazers like children’s clothing and home decor.”
