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Two looks from Hawks by Geren Ford. Photos via WWD
Like Express and Celia Birtwell, Urban Outfitters is another mid-market chain coming late to the designer collab game. Women's Wear Daily reports "The specialty retailer has tapped the Los Angeles-based designer of the Geren Ford line, as well as Steven Alan, Charlotte Ronson, Paul & Joe Sister and Corpus, to design mini collections. The first collaboration to hit stores will be Hawks by Geren Ford in May, followed by back-to-school and holiday collections in August and December." The fashion trade also notes the line will be priced $48-$128, which is 30% higher than Urban's average, but much less than the Geren Ford label at $98-$547 wholesale. Whereas Celia Birtwell didn't resonate with Express buyers, we have much higher hopes for Geren Lockhart (designer of Geren Ford) and the rest, as Urban's merch skews much more forward than Express', and, by distributive property, attracts forward-leaning shoppers, who will likely be more into this whole designer collab biz.
Geren Ford fans will be happy to hear that Lockhart is planning to expand the label as well "into bags, shoes, sunglasses, watches and home accessories through manufacturing partners and a possible equity partner in the company."
· Geren Lockhart Launches Mini Collection for Urban Outfitters [WWD, subscription req]