Vintage Varsity from Target
Photo By Courtesy Photo
PAST FORWARD: Target is making everything old new again. The retailer’s new ad campaign, themed “Cool Never Fades,” features four U.S. locations it deems “timeless.” The places are highlighted in videos on Target’s Facebook Style page. The ad campaign was inspired by Target’s Vintage Varsity collection, which features graphics from the Hamilton Wood Type & Printing Museum in Two Rivers, Wis. A video about the design process at Hamilton can be seen on YouTube.
Launching Sunday in all Target stores and July 17 on target.com, Vintage Varsity’s 90 items include T-shirts, hoodies, leggings, sweatshirts, sweat pants and tote bags for women, men, juniors and children, priced from $9.99 to $24.99.
“Target’s trend team has been watching the reemergence of all things authentic and retro,” said spokesman Joshua Thomas, adding that more than 100 hand-pressed prints were created for the collection.
Other locations featured in the new ad campaign include the circa-1878 Gruene’s Dance Hall in New Braunfels, Tex., and the Fry Recording Studio in a former Nashville pharmacy that opened in 1920.
— Sharon Edelson
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