Walmart has relaunched its $2bn private label fashion brand, No Boundaries, with focus on the Generation Z (Gen Z) demographic. 

The brand’s transformation includes a modernised product line featuring new fabrics, styles and inclusive sizing, aimed at resonating with young adults.  

The retailer has assembled an expert design team specifically for No Boundaries, – the first time Walmart has employed dedicated fashion designers for the brand.  

The new collection, launching on 16 July 2024 in stores and online, will consist of 130 items in women’s and men’s apparel, footwear and accessories. 

Highlighted styles in the revamped line include baggy jeans, cropped tees, oversized sweat sets made from lux fleece, seamless stretch items and authentic denim.  

The brand will introduce an eco-friendly plant-based bra pad and a new sleepwear line.  

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In an innovative move to engage with Gen Z, Walmart will promote No Boundaries on social platforms, including an immersive experience on ROBLOX.  

In July 2024, a Roblox creator will curate outfits from the new collection, linking virtual fashion with physical purchases. 

Walmart US fashion brands senior vice-president Jen Jackson Brown said: “Refreshing our private brand portfolio is critical to our fashion strategy as we evolve our assortment to resonate not only with our core customers, but the next generation of Walmart shoppers.  

“There’s a huge opportunity for Walmart to reach a Gen Z customer with a brand that has both incredible style and unbelievable prices.  

“We have 145 million US customers shopping with us in stores and online each week, and the new No Boundaries brand is designed and marketed with intention to reach this young adult audience by focusing on fit, quality, style and fabrics that resonate with them.” 

In March 2024, Walmart partnered with fashion and technology company unspun to pilot 3D weaving technology in garment production.