Target has long partnered with buzzy labels to bring high fashion to the masses—and its latest collection, Rowing Blazers x Target, is its most ambitious team-up yet. Long story short: More than 100 pieces will hit the retailer’s shelves (virtually and physically) on Saturday, September 23, covering apparel, home, sports, and pets. Set your alarm now, since the collection will likely sell out almost instantly.
Founded in 2017 by designer Jack Carlson, Rowing Blazers also has collaboration baked into its DNA. The brand has released collections with Babar and Winnie the Pooh, partnered with Sperry and Gucci, and even reissued one of Princess Diana’s most iconic sweaters. But through Target, the NYC-based brand is reaching its largest audience yet, bringing its modern take on preppy style to the masses.
“This is going to be the first introduction to the brand for so many people, and so I wanted this collection to be quintessential Rowing Blazers,” Carlson tells Glamour. He would know preppy style; he was a three-time member of the US National Rowing Team (once winning a bronze medal at the World Championships) and studied archaeology at Oxford and Georgetown, NBD.
“It’s not watered down or anything different from how I approach our own main collections,” Carlson says. “It’s a quirky, irreverent, colorful take on the classics. It’s taking this timeless, American, collegiate aesthetic, but it’s doing it in a way that’s fun, relevant to today, inclusive, approachable rather than stuffy—that’s what Rowing Blazers is all about.”
Rowing Blazers x Target is, indeed, inclusive: Apparel ranges from XXS to 5X and is largely gender-neutral, and prices start at $5 with most items below $30. Clothing includes fall-friendly rugby shirts and crewnecks—two of the brand’s most popular offerings—plus jackets, pants, sweaters, and blazers. Elsewhere, you’ll find home essentials (like throw blankets and vases), sporty pieces (like footballs and mini Ping-Pong tables), and accessories that make great gifts for dog lovers (like rugby shirts for pups). You could live your entire life in the collection.
Don’t know where to start? Carlson recommends paying special attention to the outerwear, flower vase, game sets, and children’s clothing. We also suggest making moves on the brand’s “Kindness” sweatshirt and at least one tote bag. “I grew up going to Target all the time with my family,” he says. “This has been over a year in the making, and we are really excited to bring everyone into the Rowing Blazers world.” Bookmark our favorite pieces below.