WWD reports that Ruffian designers Brian Wolk and Claude Morais will design to capsule collections for Macy's. The new private label men's line will be called Threads & Heirs. The concept is similar to Target's Go International series which features top designers who do one off capsule collections for the mass market retailer.
Ruffian is on somewhat of a roll, having recently launched its Mise en Scene collection of apparel, hosiery and home products for Anthropologie under a two-year contract. The Macy's line will be for spring and fall 2010. Wolk and Morais will create 20 or so items a season to give an edge to Threads & Heirs. For the spring 2011 Threads & Heirs collection, Macy's is expected to tap another guest designer. The Ruffian label will appear along with the Threads & Heirs label on the items Wolk and Morais create.
Macy's describes Threads & Heirs as a casual, modern and affordable men's wear label driven by tops, sport jackets, sweaters, knits, wovens and a trim, clean fit. Prices will range from $24 for a T-shirt to $99 for a jacket. The collection will launch at 200 Macy's stores across the country and on macys.com in March. It's a major launch for Macy's, of the magnitude of its recent exclusive Rachel Rachel Roy contemporary brand also launched in 200 doors.
Macy's is shaking things up with this new concept. The Threads & Heirs line will be on the main floor, next to the traditional clothing. The new line is aimed squarely at men aged 20 - 40 who are looking for affordable, yet hip clothing. The turnover will be high -- there will be new merchandise on the floor at least eight times a year.
Macy's vp and men's fashion director Durand Guoion gives Target full credit for inspiring the concept, saying "Target has had great success taking higher and more advanced designers to the masses. All of us have been studying this [Target] and looking at what would be the right combinations."
