Set your smart phone alerts! Target just announced a new collaboration, and if history is any indication (never forget the epic Missoni launch of 2011 or the Lilly Pulitzer pandemonium of 2015), it’s bound to fly off shelves.
The retailer is teaming up with another American retailer that has a huge fan base: Vineyard Vines. Yes, the Martha’s Vineyard-founded label that introduced the world to the whale belt is now bringing its iconic marine mascot to the masses in a limited-edition collection designed for the “ultimate summer gathering, where everyone’s invited.”
The line, which drops in stores and online May 18, will feature more than 300 items, ranging from apparel and accessories for men, women, children, toddlers, babies and pets to home and outdoor products. And at a price point ranging from $2-$120 — with most items under $35 — the collection is rooted in accessibility.
“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” Mark Tritton, executive vice president and chief merchandising officer at Target, said in a statement. “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.”
Brothers Ian and Shep Murray, who co-founded Vineyard Vines in 1998 in Martha’s Vineyard, Massachusetts, shared a similar sentiment of excitement for the partnership.
“Our partnership with Target allows us to share our brand with more people than ever before,” said Ian.
Added Shep: “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.”
The women’s and men’s clothing includes more than 85 apparel and accessories items, ranging from sweatshirts to dresses to swimsuits and more. As for the home and outdoors selection, prepare to turn your backyard into a summer playground with more than 130 items including inflatables, games, a wagon, towels, tableware and more.
The Vineyard Vines collaboration comes on the heels of two very successful design partnerships for Target, including one with Hunter in April 2018 and the highly sought-after collaboration with high-fashion powerhouse designer Victoria Beckham in the Spring of 2017.