Appaman comes to Target

appaman

• Appaman for Target65.sh.appamantarget01.jpg1269431
• Appaman for Target65.sh.appamantarget02.jpg1269392
• Appaman for Target65.sh.appamantarget03.jpg1269373
• Appaman for Target65.sh.appamantarget04_0.jpg1269414

PreviousNext

Appaman for Target

Target is famous for its designer collections for grown-ups, but little ones have by no means been ignored. In the past year, the discount mecca has featured a rotating selection of trendy babywear (Petit Trésor bibs and blankets, Maira Kalman–inspired bibs) through its partnership with Baby Buggy, a New York City–based charity that helps families in need. The final installment is Target’s collaboration with Brooklyn-born label Appaman, which makes its debut this month (available in select Target stores and on target.com Apr 10–June 19). While the popular brand doesn’t usually cater to the infant set, its Target line consists of affordable pieces—many with Appaman’s signature ape illustration—for boys and girls sizes zero to nine months.

If $7 bodysuits aren’t enticement enough to get you on your way to the megastore, consider this: 10 percent of each purchase benefits Baby Buggy and its mission to distribute essential gear to disadvantaged parents of newborns and young children.

“Baby Buggy started in New York, but the partnership with Target has allowed us to donate across the country,” says Baby Buggy founder Jessica Seinfeld, who expects the proceeds to be between $300,000 and $500,000. Says Appaman cofounder Lynn Husum of the partnership, “We’ve been donating leftover products to the charity for years, so it was a natural fit to work with them again.”

Though Baby Buggy doesn’t have any more kid-themed lines in the works for Target right now, the store isn’t slowing down on its own designer collaborations. Next up: a collection of brightly patterned dresses, swimsuits and rompers for girls and babies from resort-wear label Calypso St. Barth.