Welcome To The Jungle: Target Launches Sustainable, Slightly Ugly Swimwear Line

In a radical retail collaboration--one that rivals "Karl Lagerfield for H&M"--big-box superstore Target, or as I prefer to call it, Tar-Jhay, has teamed up with haute eco-fashion designer and sustainable materials expert, Rogan Greogory.

You may recognize Rogan as fashion's leading light. The mindful mastermind who launched such environmentally sensitive brands as Loomstate and EDUN, Rogan is also the winner of the prestigious CFDA Vogue Fashion Fund award. This past year, amidst glowing success and reels of rapidly renewable hemp, Rogan caught the attention of Target's GO International Collection. This weekend the bizarre bedfellows launched their high style, low cost and truly sustainable collaboration, "Rogan for Target."

The line is a monstrous collection of rompers, striped vests, and itsy-bitsy bikinis all made from certified sustainable materials such as eco-sensitive synthetics, rapidly renewable hemp and bamboo fiber. No 15% organic cotton here. Rogan goes all out with 100% wovens and flax linen blends. Each item's tag is printed on 100% post-consumer recycled paper and boasts a tidbit of info on the collection's ethics and intentions.

Available through Target.com and a wide range of Target retailers nationwide, "Rogan for Target" is eco-chic apparel for the masses! And by masses they must mean 5-11 leggy beauties with puffy chests and whittled waists. I mean honestly, do you know anyone who can pull off that turquoise mono-kini? I think we can all agree that this swimsuit is poorly suited for swimming, let alone the average female's body.

Safari-inspired scanty swimwear, jumpers, and hot-pants have never been my style--just a fantasy. And I'm not going to speculate on the manufacturing processes employed by Target. Any factory that allows for a $14.99 price tag merits some investigating. Then again, it's a start--albeit aesthetically hideous--and I'm glad for that.

Fantastic to see Target embracing eco-fashion! Next step, offering it at an affordable price that will raise eyebrows, but won't raise questions.

Comments

[hypnus]

Who cares about swim wear. She is hot. Thanks Target.

[isis]

Even more eco is keeping the one I had last year. (But at least they are trying.)

[kellygrrrl]

The marketing team for Target is one of the most brilliant I've seen in a long time.
They can make a bottle of antacid and a toaster look tres chic

[The Hedonistic Pleasureseeker]

Funny, I fell in love with the line last night and bought a few pieces because they were so soft! The pieces did NOT come off as risque at all; I saw classic lines for the most part.

My only beef with this line - besides wondering how much the workers are paid for all this - is with the crazy sizing; as I went home with small, medium and extra large separates. How can we be happy ordering Rogan online if we can't trust the fit?

[clearthinker2008]

The swim wear looks ok to me, then again I'm no fashion expert.

[docpetre]

Me too, although as a 6'5" male, 300+lbs, I don't think any of these will really show off my best features. Just be glad I won't have to be wearing a thong this year.

[BillLumbergh]

Target is Walmart with better marketing. Everything they do is about promoting a positive corporate image, while they treat their suppliers and employess just as badly as Walmart. They're another company that thinks everyone who works for them should be available to work whenever they're told, but wants to pay them peanuts and give them part-time hours. They used to be a different and better retailer, but now they've become just like their arch nemesis, with never enough employees to help the customers.
Now where will I shop?

[Bluesplayer]

Target's current slogan, "Expect more, Pay less," also applies to their wages.

[lornejl]

I see why muslims cover their women, scantily clad females are very distracting.

[DRaymond]

I agree that the next step should be to look at the responsibility of the materials to the responsibility of the working conditions, although it is a much easier step once you begin looking beyond appearance and price tag. And as for appearance, yes marketers alsays put the lines most daring items in the publicity photos, but the diagonal striped one-piece with the coverup looks quite practical for the average woman.

[AlanGruskoff]

Not ugly to me. I would like to see a woman in any of these.

[KevinKSF]

Wow, these fashions are hideous! What"s attractive about a flat chested skeletal female with huge feet? How does she go from flat as a board to top heavy in 2 pics?

[PieceMaker]

Thank you, Olivia, for not simply accepting this clothing with open arms. It's great when we can get more eco-friendly clothing...but not at the expense of those who make them. What kind of justice is it if I can buy affordable organic cotton clothing if it was made by someone who is barely paid enough to eat?

[JRHuffyPost]

I live in rural texas. No Targets in towns smaller than this. The only place to get coffee with a progressive label is Target. There was a choice of brands and "certification" labels: rain forest, sustainability, social justice etc. The only choice now at Target is what flavors added to Arabica (cheapest beans and high caffine). I don't keep up with issues as you do. It seems Target is treating issues as fads. Hoola hoops, then Frisbees then WHAMO, nothing but memories. Turning from coffees to swimsuits is another brick in the wall of my hypothisis. What should I be looking for on labels in Target (or Wal-mart) to be a good citizen of this planet? JAMES [e-mail]

[allonfla]

Will any of these swimsuits hold up my big booty and full breasts? Somethings are not meant to be eco-friendly. I still need a quality siwmsuit.