Today! Tracy Feith for Target

Start getting in those lines: This week, Texas-born designer Tracy Feith's original capsule collection will be available in Target stores nationwide. Feith is the latest designer to take part in Target's GO collaborations, highlighting under-the-radar talent for (kind of remarkably) low prices (not to be confused with Target's new designer collaboration series with more established talents like Alexander McQueen and, starting in September, Anna Sui.

Though Feith started off as a free-wheeling maker of skateboarding clothing, his tastes have refined a bit over the years, culminating in a beachy, surfer style with a focus on original prints.

You can see all the collection in its entirety on Target's web site—we especially love the varied mix of the pieces, from floral dresses to sporty cardigans to a motorcycle jacket. Best of all, the collection is actually affordable—unlike a lot of the season's other designer collaborations, the price point here stays around $30 (with the exception of the stellar moto jacket, which comes in at about $140).

The collection will be an interesting head-to-head match-up with Matthew Williamson's capsule collection at H&M (those billboards are literally all over the city, it seems). Both designers have a dinstinctly West Coast sensibility and a focus on seriously vibrant color, though Willamson might feel a bit more glam, while Feith is a bit more feminine.

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