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Bonobos Signs First Designer Collab With Thaddeus O’Neil

Bonobos has launched its first designer collaboration.
The digital brand, which was acquired by Walmart last year for $310 million, has tapped Thaddeus O’Neil for an upscale, casually skewed assortment of men’s wear that made its debut on its web site and in two of its Guideshop stores on Thursday.
The Bonobos x Thaddeus O’Neil collaboration was inspired by the work of American architect Buckminster Fuller and offers T-shirts, cabana shirts, swimwear, casual pants and shorts, sweaters, outerwear, swimwear, knitwear and accessories. Prices range from $78 to $348.
Katie Boiano, vice president of design for Bonobos, said about a year ago, the company decided it wanted to partner with a designer “and Thaddeus was a natural fit based on his personal style and aesthetic.” Bonobos was especially drawn to the “vibrant colors and easygoing styles” that are hallmarks of O’Neil’s collection.
Thaddeus O’Neil grew up surfing on Long Island and was a member of the CFDA Incubator program. He designs a unisex line that he describes as “playwear” — looks that are bohemian, beachy and inspired by surf culture. The Bonobos assortment pays homage to the ocean, the earth and wildlife.

The collection launched at Bonobos on Thursday.

Although O’Neil has a small business, that wasn’t

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Via:: https://wwd.com/menswear-news/mens-retail-business/bonobos-first-designer-collab-thaddeus-oneil-1202739738/