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Seventeen, aka the Journal of Embarrassing Things You Did in Front of Boys When You Were 13, is partnering with Sears to create a full line of clothing, shoes and accessories. The magazine's collection will get 500-square-foot in over 500 locations nationally and each shop-in-shop will be branded with Seventeen signage. They promise "interactive elements" and charging stations to lure young whippersnappers with their tech doodads and smart what nots.
Sears was into the idea because they're attempting to expand their fashion offerings and Hearst is on board because Sears is "this big full-line retailer and our whole objective is to be able to distribute where people can find us very quickly," as Glen Ellen Brown, vice president of Hearst's brand development group, told WWD. "We're not exclusive." And, you know, kids these days love parking.
Hearst had a clothing line "of this magnitude" about 70 years ago, but Elle has sold a line with Kohl's since 2007. Seventeen's line will launch in July and include tons of boho, military and school girl plaids aimed at about 15 to 18-year-olds.
· Sears to Launch Seventeen Line [WWD]
· Sears Tries to Make its Parking Lot Wastelands a Selling Point [Racked]