No Boundaries: Walmart reinvents its $2bn fashion brand for Gen Z

(Source: Walmart)

Walmart has transformed its fashion brand for young adults – No Boundaries – with new fabrication, shapes and styles to prepare for the back-to-school shopping season.

The company said it hired an expert design team with years of experience in creating products for Gen Z customers. The refreshed label pays attention to individuality, allowing consumers to mix and match to make their own.

No Boundaries will feature 130 pieces that span women’s clothing and intimates, men’s clothing, shoes and accessories. Style highlights include new modern shapes like baggy-fit jeans, drop shoulders, cropped tees and oversized sweat sets.

The brand will also introduce an all-new sleepwear line and the first-ever plant-based bra pad made from over 75 per cent sugarcane.

“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,” said Jen Jackson Brown, SVP of Walmart US fashion brands.

The new label will launch in stores and on on July 16, with 80 per cent of the assortment retailing for less than $15, including many pieces for just $5.

The company also plans to introduce No Boundaries across social channels as within its Walmart Discovered experience on Roblox, one of Gen Z’s most popular platforms.

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