Dive Brief:
- Macy’s will introduce WHT SPACE this summer, a limited-time-only menswear line created with skateboarder and snowboarder Shaun White.
- WHT SPACE will feature edgy, urbane wardrobe essentials for the trendy millennial male, underlining White’s “extreme” style.
- The collection will be available for purchase in only 175 of Macy’s stores more than 750 stores nationwide and on and macys.com.
Dive Insight:
Macy's says the line will exemplify White’s persona with an edgy, urbane and “refined exuberance” that targets trendy young men—think lots of prints, statement tees, slim jeans, and studs.
“Shaun White is an icon in the world of extreme sports, and his cool style is emulated by fans around the world,” said Durand Guion, vice president and fashion director of men’s for Macy’s, in a statement. “WHT SPACE puts a twist on casual and offers product that is effortlessly stylish and as dynamic as Shaun is.”
While the department store chain has partnered with celebrities such as Nicole Richie in the past, WHT SPACE seems to be targeting a niche that fast-fashion purveyors such as H&M may have missed—millennial males with money to spend. The line’s reasonable prices won’t hurt, but whether Macy’s can create the kind of sellouts that Target and H&M designer collaborations have inspired remains to be seen.
