The name Rogan Gregory conjures two thoughts - jeans and a very green earth.

While the designer might not have launched his eponymous line intent on spearheading fashion’s green movement, he’s since become one of its strongest leaders because all of his clothes use free-trade cotton and organic dyes.

Rogan designs for two other clothing lines: Loomstate, which works with 100% organic cotton, and Edun, which exists to develop trade and create sustainability in Africa. And Rogan’s home line, Rogan Objects, consists of furniture, from tables to lamps, constructed entirely of found objects.

Rogan’s entire brand is based on green living, which is why we were so surprised to hear that he’s the latest designer for Target.

Stella McCartney had her own line of clothes at H&M two years ago - because of her organic sensibilities, she insisted on biodegradable shopping bags for her outfits. The gesture was nice, as if Stella was telling us, “Look, I didn’t forget my values!” But Stella’s known more for her vegan tendencies than an environmental inclination. Rogan for Target is like if Stella crafted a leather jacket for H&M and said, “I swear, I’ll only do it this one time.”

We’re not the most eco-conscious people; from a shopper’s perspective we jump over almost any collaboration. But if we worked as hard as Gregory to build a brand with a specific stance and newfound respect within the industry, (hello CFDA award?!), we wouldn’t want to tear it down for a shot at the mass-market.

But details on Rogan’s Target partnership have yet to be released.

Maybe it will all be organic, and made in Africa, and packaged in recycled tote bags…