Target and Vineyard Vines Are Launching the Collab You Didn't Know You Needed
There was a time when it felt like Target had a new designer collaboration every year. I covered almost every single one of them breathlessly, from the full lookbook to the hours spent waiting in line outside the store day-of. The frenzy was always a little jarring; I remember women running around with armfuls of garments, or guarding their heaps of clothing in corners of the store.
Over the past few years, the retailer has changed its strategy. When brand collaborations occur now they feel bigger than just a few items for all of us to fight over; there are offerings for men, women, and children. Last spring, the retailer debuted a massive line with iconic wellies brand Hunter that included bags, rain coats, umbrellas, and of course, waterproof boots.
This spring, Target is managing to one-up itself again with a big new launch in partnership with one of the vanguards of preppy, East Coast style: Vineyard Vines.
Vineyard Vines was founded more than 20 years ago by brothers Shep and Ian Murray. Inspired by their summers spent boating in Martha’s Vineyard, the duo dreamed up a colorful clothing brand marked by a now-iconic little whale logo. "Our goal has always been to be a cross between Warren Buffett and Jimmy Buffett," the brothers have said of Vineyard Vines, which began with ties and now features an extensive assortment of classic prep staples like button-down shirts and khakis as well as denim, dresses, hats, and other accessories. Gingham, stripes, and florals are popular patterns.
The Target x Vineyard Vines collection, which will debut on May 18th (just in time for polo and outdoor-grilling season), will include more than 300 pieces and span categories like home, clothing, accessories, even pets. There will be whale-embellished clothing for man, woman, and child. You can outfit your dog, if you are so inclined. Sizes will range from XS to 3X for women, and prices start at $2 and max out at $120.
As Ian Murray, Vineyard Vines co-founder and co-CEO, said, "Our partnership with Target allows us to share our brand with more people than ever before." Shep added, "We are excited to collaborate with Target, a brand that shares many of our same values, including fun, optimism and innovation. We look forward to testing out new product categories and ultimately spreading our message of 'Every day should feel this good' in a new and fun way."
Target notes that a number of the items will be a first for Vineyard Vines as a brand, including home and outdoor goods.
Mark Tritton, the EVP and chief merchandising officer of Target, said of the collaboration, "Vineyard Vines is a brand that our guests know and love, and one that exemplifies our shared sense of optimism and joy through their use of bold colors and prints. We worked closely with the Vineyard Vines team to create a collection of well-designed, affordable items that are meant to bring people together, whether it’s for a shared meal with friends or a family trip to the beach. Launching just as summer kicks off, this is the perfect collection to help our guests create lasting memories with family and friends, all season long."
