Posted by Sara Zucker on October 28, 2009 08:35 AM
It seems that both designers and mass distributors are trying to keep their minds off the recession by staying as busy as possible, finding more and more new ways to stimulate consumerism. And that makes perfect sense, doesn't it?
With their Mise en Scene collection with Anthropologie just recently in stores, Ruffian designers Brian Wolk and Claude Morais have announced another collaboration, this time with Macy's on a menswear collection. The line, called Threads & Heirs, is part of a new strategy, similar to that of Target with guest designer collaborations. It also marks the first time Macy's has tapped high-end womenswear designers to take on a men's line, an innovative way for fashion talent to stretch their muscles and show that they can conquer both sexes in the market.
Morais and Wolk say the collection will be inspired by Williamsburg, Brooklyn, which Wolk feels is "a hotbed of art culture. It's very Americana, Fifties and Beat-inspired mixed with punk.” The designer says the collection will focus on layering, and will include "blazers, short-sleeve plaid button-downs, and knit-woven combinations such as a classic knit polo with a plaid collar. There are also striped dress shirts with white collars, four-pocket cotton jackets with band collars and linen shirts with pocket details and pleating."
Prices for the pieces will range from $24-99. Threads & Heirs will launch at 200 Macy’s stores across the country and on the store's website in March. The duo will design two lines for Threads & Heirs for spring and fall 2010, and a new guest designer will take over in 2011.
This launch is of similar scope to its recent exclusive RACHEL Rachel Roy contemporary brand, which has been so successful in making high fashion more accessible to a wider audience.