Earlier this year, mega-retailer Target announced a collaboration with a number of small boutiques called “The Shops At Target.” The news became much more interesting seeing that New York’s ODIN would be one of the partnerships. The menswear focused shop owned by Paul Birardi and Eddy Chai, is a place for guys who want to look good without risking masculinity. Reliable staples (shirts, knits, denim, tees, kicks, etc.) from up and coming designers as well as a selection of grooming essentials.
So why should you care?
If you shop and travel, you don’t need me to tell you about the well beaten path to ODIN. As a brand they decided that value isn’t a dirty word and wanted to crisp up some basics in a manner that all of you discriminatory cats have become accustomed. The collection effectively represents ODIN’s aesthetic while still priced between $15 and $100. It’s a bold move towards the menswear massive. Catering to more than just style conscious New Yorkers.
Look for the gear to hit ODIN and Target stores as well as online on September 9th. In the meantime, peep out this behind the scenes footage from the lookbook shoot and hear the brand’s founders break down the inspiration behind the collab.