On Target: Clothes show history in the making

Two Rivers, Wisconsin – Target Corp is launching a new Cool Never Fades range of clothes in collaboration with Hamilton Wood Type & Printing Museum. The retailer has used the museum’s collection of vintage images and prints dating from the 1940s for its designs.

‘Target wanted to capture that old printing press aesthetic and the unique vocabulary of the craft,’ say Hamilton’s co-directors Bill and Jim Moran. ‘It was important to retain respect for the original style, and Target was interested in telling our history in a tasteful way.’

This project is an attractive way to create an authentic new product from old images and craft. For more about how companies are taking inspiration from the past and breathing new life into old practices, read our Revivalism macro trend.