Target and Rogan Gregory are at it again.

This story first appeared in the November 20, 2008 issue of WWD. Subscribe Today.

It seems the mass merchant’s shoppers are inclined to buy green products. But whereas the first venture involved Rogan for Go International, this time the CFDA award-winning designer will create a stand-alone collection for Target based on Loomstate, the eco-friendly line he launched with Scott MacKinlay Hahn in 2004.

The Loomstate for Target line will offer environmentally friendly fashion for women and men, priced between $14.99 and $44.99. The collection uses environmentally sensitive materials such as 100 percent certified organic cotton and sustainable fibers like linen and silk. Loomstate for Target will bow on and select Target stores on April 19 and will be available through May 16. The launch is timed to coincide with Earth Day on April 22.

Iconic Ts with graphics inspired by nature such as leaves and trees, authentic washed denim and relaxed hoodies, boardshorts, tanks, jackets and simple chic dresses are representative of Loomstate’s easy, fashion-forward sensibility.

The core Loomstate collection is sold at Saks Fifth Avenue, where an organic cotton blouse sells for $192 and an organic sweater is $161, among other retailers. Barneys New York features a Loomstate for Barneys New York collection in its Co-op units.

Target caused a stir in May when it introduced for several days an eco-friendly Rogan for Target’s Go International line at Barneys New York’s Madison Avenue flagship and Barneys’ Los Angeles store. The Barneys launch was held prior to Rogan’s Target debut to generate buzz and publicity. Target has taken its wares to temples of chic before. In February, the retailer teamed up with Opening Ceremony to launch its Proenza Schouler collection for Go International.

Whether Target starts its Loomstate line off at a high-end retailer remains to be seen. These days, Target is stressing its low prices and the “pay less” part of its “Expect More, Pay Less” tag line and may want to distance itself from the haute crowd.

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