It looks like someone is feeling the pressure to compete in this wild, wild, fast fashion market.

Much like Target and H+ M, Urban Outfitters has been itching to get its hands on a few designers to lure hip boys and girls on budget into its chain stores.


Well, it seems as though the latter has finally found its chosen few.

Yesterday, Urban Outfitters announced that it was enlisting the help of cool indie labels like Geren Ford, Steven Alan, Charlotte Ronson, Paul & Joe Sister, and Corpus to each create mini diffusion collections for its stores.

The first collection, Hawks by Geren Ford, which includes cotton drawstring jackets, knit camis, silk tops, and cotton-blend dresses priced between $48-$128 will hit stores in May.

The back-to-school and holiday collections follow in August and December, respectively.