Geren Lockhart, the contemporary designer behind Geren Ford, is branching out to a younger, more budget conscience crop by teaming with Urban Outfitters for a mini collection set to make its debut in May.
Lockhart’s line, Hawks by Geren Ford, will be the first to hit the retailer followed by Steven Alan, Charlotte Ronson, Paul & Joe Sister, and Corpus, who will each be teaming with Urban Outfitters for spin-off collections.
Hawks includes cotton drawstring jackets, knit camis, silk tops and cotton blend dresses all retailing for between $48 and $128, well under the $250-$350 price range Geren Ford pieces typically retail for. Lockhart tells WWD that she was inspired by her contemporary line, as well as younger styles that would otherwise never see the light of day. She adds that this line allows her to articulate ideas and reach a certain customer that she is otherwise unable to reach.
This is the first collaboration of its kind for Urban Outfitters, whose general merchandise manager Jim Brett adds that Urban admires designers who have a downtown feel even though they fit into uptown markets. Brett continues by saying that each designer was chosen scientifically to fit a role, from street to feminine to sexy to unisex.
Personally, what I love most about Hawks by Geren Ford is the hangtag, which reads, "Start in Texas. Skip to California. Head to New York. Jump Overseas. And Repeat"—sounds like a plan to me!