Hasta La Ideas

First look at the NYC boutique’s big-box collaboration

Honing in its successful collaboration series on independent boutiques, Target announced a partnership with NYC-based menswear pioneer Odin back in May, and last night we got a first look at the upcoming line for The Shops at Target initiative. As one of two New York stores to be included in the program (along with Kirna Zabete for women), Odin teamed up with innovative mega-retailer Target to bring a bit of their self-proclaimed “moody” menswear to a broad audience at unparalleled mass-market prices. Even with a requisite sense of trepidation over such a move, we were impressed with the strength and integrity of the collection.

Having established itself as the authority in sophisticated men’s fashion in New York, Odin’s participation in the fresh-minded Shops initiative will introduce the aesthetic to all Target stores nationwide. The cohesive collection of nearly 20 apparel staples and a small selection of accessories represents a characteristic offering for which founders Eddy Chai and Paul Birardi have become well-respected among their loyal and discerning fan base.

The range of button-down shirts, wovens and jackets come in a neutral color palette, along with chinos, a chukka boot and an understated weekend bag. Standouts include the Fair Isle Shall Cardigan, unstructured Moleskin Blazer and the motorcycle-inspired Cropped Jacket—each priced less than $100.

The Odin at Target Collection will hit stores 9 September 2012 alongside those from Kirna Zabete, San Francisco’s The Curiosity Shoppe and Boston-based Patch NYC. Prices range from $35 for items like shirts and trousers to $45-$99 for jackets and sweaters. Hit Target stores and visit their website next month to purchase.