Tracy Feith will bring his sun and surf aesthetic and signature charming vintage-y styles to Target as the retailer’s 15th guest designer for Go International.

This story first appeared in the January 7, 2009 issue of WWD. Subscribe Today.

The broad collection, which features about 60 styles and 15 original prints, will bow May 17 and be available through June 27 in most Target stores nationwide and online at

“I was pleased when I was approached to do [the collection],” Feith said, adding he never harbored a particular desire to create a lower-priced collection. “The distribution is exciting, to have so many people exposed to the line. Certainly some people will know my name and others won’t. I see it as a limited edition, a very special opportunity for everybody, for people who can afford the clothes and those who can’t, especially with the way the economy is now.”

Feith described the collection as eclectic, with shorts, swimsuits, tops, jackets, pants and dresses ranging from $14.99 to $44.99. “There are easy flowing pieces and more fitted numbers,” he said. “There are items for the beach and the office. The clothes will be equally at home in the city as the country.” Feith cited a cotton maxi floral printed dress as one of his favorites.

The designer’s inspiration board for Go features shades called lollypop red, Persian turquoise, seafoam green, neon orange and pink, and Saturn lime. Photos of several generations of beachgoers, bathing beauties of the Fifties and Hawaiian-style painted flowers are part of the collage.

A cropped leather motorcycle jacket lined in a signature Tracy Feith print — at $139.99, it’s the highest-priced item in the line — was inspired by one the designer made for his eight-year-old son. “We made a little boy’s leather jacket like his,” Feith said. “It’s perfect. It’s so soft and washed. I was amazed at how good it turned out when we got the samples back.”

The process of designing for Target was “very different from the way I design,” Feith said. “I’m a hands-on designer. I don’t work with a lot of technical designers. This was a different way of working, but there were things I was able to achieve that I could not have been able to achieve on my own, in terms of quantities and manufacturing.”

Feith, a Texas native and avid surfer, operates four freestanding stores in the U.S. At Target, he follows in the immediate footsteps of Thakoon Panichgul, whose designs will be available through the end of January. Other recent Go designers include Jonathan Saunders, Richard Chai and Rogan Gregory.

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