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Launching This Sunday: Odin for Target


In 2009, shoppers trekked through snowstorms in New York to grab pieces from Target's collaboration with Rodarte. In 2011, its collaboration with Missoni sold out within a matter of hours. Earlier this year, Michelle Obama favorite Jason Wu decided to work with the retailer. People camped outside of stores and the line sold out online a few hours after its midnight release. So it seems pretty safe to say people love it when Target teams up with designers.

The mega-retailer recently decided to take it a step further and work with small, independent boutiques to curate collections for the masses as part of its The Shops at Target campaign.

This Sunday, marks the launch of a new partnership with Odin, the high-end menswear boutique with three locations in Manhattan. Edward Chai and Paul Birardi, who founded the store back in 2004, have helped Target come up with nearly 20 pieces of hip, casual menswear. The line will be sold online, at Target stores nationwide, and at Odin, with prices ranging from $14.99 to $99.99. If you're wondering what Chai and Birardi's tastes are like, just take a look at their store's current inventory, which includes pieces from Thom Browne, Junya Watanabe, and Richard Chai (who happens to be Edward's brother).

Their line for Target has a broader appeal than what they carry in their stores. Still, as far as affordable fall staples go, Odin has come up with a nice mix of textures and colors that should look good layered together. A smart gray twill shirt, Fair Isle cardigan, and hooded parka stand out as fashion-forward pieces in a line that also includes more restrained casualwear like slim chinos and plaid button-downs. You can even pick up shoes and accessories, from canvas boots to a black weekender bag.

While Odin might not have the drawing power of, say, Rodarte, we still recommend snapping up the pieces you want as early as possible. Target is also releasing collaborations with three other stores on the same day: women's boutique Kirna Zabête, and home stores The Curiosity Shoppe and Patch NYC.

For more photos from the Odin collection, check out the lookbook at Target.com.

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—Keith Wagstaff is a writer and editor based in Brooklyn, NY. Follow him @kwagstaff.


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Photo courtesy of Target
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