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Target’s latest GO! International designer demonstrates why it’s good to get up in the morning.  Rogan Gregory’s fab career snowballed in the 90s after he designed a popular jeans style for Gap.  Gregory focused on what he adored about well-worn denim--comfort, fit and the natural markings of time, including whiskering, rips and fades.  His timing made him a prophet of sorts and his insistence on quality materials garnered a fashion following. 

Although successful as a designer, it was his passion for efficiency and ‘not wasting things’ that led him to found his second company Loomstate.  At Loomstate he recycled the sourcing lessons from his denim days to focus on well-crafted organic clothing.  Success with this venture led Denver-born Gregory to connect with Bono and wife Ali Hewson in founding (and co-owning) Edun.  Edun’s pieces are crafted from organic or other natural materials and manufactured in areas benefitting from the resulting trade and economic opportunities.  Edun has consistently produced some of the highest quality and most innovative designs of any of the so-called eco-designers. 

Given his international profile and rising customer demand for everything sustainable, Target’s choice of Rogan is a natural fit.  After offering select pieces at Barneys locations in NY and LA, the collection is now in stores and online.  After the fresh colors and prints of the recent Jovovich Hawk guest collection, I was a little surprised to fine this one so monochromatic.  (They did pretty much the same thing w/Patrick Robinson’s collection last summer, so maybe it’s not that surprising.)  I do like the safari-inspired prints and details…hey, if I can’t take an exotic vacation, I can at least dress the part!

Overall, there are some wearable pieces constructed from decent quality materials.  Pricing is a little higher than previous lines, but even the most expensive piece is still less expensive than filling your gas tank (sigh).  After seeing preview photos, I was most excited about the striped linen wrap dress.  It’s a lightweight linen that doesn’t drape and taper (especially the shoulders/sleeves) as nicely as in the photo.  It also feels a little ‘flaxy’ and like a sack-cloth.  However, it doesn’t wrinkle as easily as thicker linen and will  most likely retain color and form after repeated washings. The sandstone safari dress looks boring in the photos, but ‘in person’ it’s my favorite piece.  Extra fine woven cotton looks and feels expensive--it’s a tad stretchy, so I was surprised that it’s 100% cotton. Love the slight A-line styling--it’s actually a longer length than it looks in the stock photos, so it’s perfect for work and beyond.  The reversible, removable belt adds a tasteful dose of contrast.  Fabric covered buttons and small inverted pleating in the back are also elegant design touches.   

I adore the zebra stripe top--the vertically-striped deep v-neckline and Empire waist is a real plus for busty gals like moi and it’s perfect for dressing up and down. Even though they’re hidden, the distressed buttons are a clever touch.   The final piece I picked up today is the silk shift dress.  I was surprised by the high quality of the silk--it’s still quite sheer, but should wear well.  Although it looks tapered/fitted on the model, it’s actually a straight, boxy, shift cut, so be prepared. 

Although I can't squeeze my ample rear into them, the swimwear pieces looked good and the cuffed short-shorts were cute.  Happy shopping!

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