Odin New York’s Paul Birardi and Eddy Chai shot a behind-the-scenes video to promote the September 9 debut of Odin at Target, part of the new Shops at Target concept. Odin at Target will be an exclusive collection of sweaters, button-downs, pants, shoes and accessories available in Target stores and online. For Odin at Target Birardi and Chai will translate the “essence of Odin’s signature aesthetic” into products for the mass market retailer.

The Shops at Target is an ongoing promotion that will bring affordably priced upmarket collaborations to target locations across the country. Target will partner with a rotating roster of boutique shop owners to co-create limited-edition collections in product categories. The collections will be available in stores and online for six weeks each with prices ranging from $1 to $160. The merchandise will reflect the unique aesthetic of each shop’s owner. Target will work with the owners to develop the product, packaging and in-store displays to recreate the ambiance of the individual boutiques. Odin is the first collaboration developed specifically for men.

Video courtesy of abullseyeview.com