May 2, 2008

Target’s New Eco-Apparel Line To Debut at Barneys

Target Corp. is introducing its first line of eco-friendly apparel at luxury retailer Barneys New York, the Wall Street Journal reports.

Target commissioned 60 pieces from designer Rogan Gregory, who uses 100 percent certified organic cotton and other natural fibers in his collections that are typically sold at Barneys and Bloomingdale’s.

Barneys’ “Rogan for Target” collection will debut at Barneys New York May 9 through May 11, 2008, before moving to Barneys Los Angeles from May 16 through May 18, after which shoppers can look for the collection at Target stores.

A “Rogan for Target” roll-up sleeve sweater and a leopard-print swimsuit will cost $15 to $45 — significantly less than the least expensive item sold in Gregory’s Loomstate line at Barneys, where T-shirts are priced at $68 and a sweater hoodie can cost $235.

Gregory told the Wall Street Journal that his collection for Target will make the organics-apparel movement more “democratic” by making it more affordable to the masses. Fabrics he uses cost 15 percent more than nonorganic fabrics, he said, while finished garments generally carry a 5 percent premium.

“Organic mania” is spreading to clothing at a clip and those in the swing of things know twenty-somethings represent about $520 billion in buying power.

More than 20 major brands and 1,200 smaller ones sell organic fiber products and spending on eco-fashion has doubled in the last two years.

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