John Targon photo by Gregory Wikstrom
by Stephen Garner

Marking his return to the fashion zeitgeist, designer John Targon is launching the first collection for his new label Fall Risk.

Formerly of Baja East, which he co-founded in 2015, and Marc Jacobs, where he briefly held the position of “creative director of contemporary”, Targon sets out on his own to create a seasonless lifestyle brand for all genders.

In a move which creates a direct link between the Fall Risk brand and its customers, the limited first drop of product, priced from $145 to $695, will be available for purchase via 212-982-RISK on weekdays from 3:00 pm to 7:00 pm EST while supplies last.

Customers will be able to view the collection on the brand’s virtual showroom site and then call the hotline number to place their orders with Targon himself or a member of his staff. No online orders will be accepted.

A return to analog as is seems is a play from Targon to take the direct to consumer experience to a whole new level by personally answering the phone calls of his customers —  a lost art in the digital age we currently find ourselves.

But, bringing it back to the 21st century, this afternoon from 3:00 pm to 7:00 pm EST, Fall Risk will be live streaming on its Instagram account @fallriskinc and Targon’s personal account @johnlovespinecones, the designer and his team interacting with calling customers.

Fall Risk offers a Members Card program, which provides early access to future volume drops.  Sign-up for the card can also be done via phone or the brand’s website.

Fall Risk

Photo of John Targon at top of page by Gregory Wikstrom

Lookbook photos by Remi Lamande