Denim’s universal appeal is what’s inspiring Target’s new house brand.
The retailer announced Monday the launch of Universal Thread, a women’s lifestyle brand rooted in denim and featuring tops, bottoms and dresses, plus accessories and footwear.
The collection will be available in February with retail prices ranging from $5 to $39.99. Jeans, on average, will cost up to 10 percent lower than Target’s current denim offering.
A first glimpse, Universal Thread reveals dark wash skinnies, split hem jeans with front seams, washed jean jackets and belted button-down jean dresses. The line boasts multiple fits, lengths and rises to accommodate a diverse range of body types size 00-26W.
Universal Thread is part of Target’s ambitious plan to reinvigorate its own brand portfolio. In July, the company announced plans to roll out more than 12 new, Target-only brands with unique point of views.
In an interview on Target’s blog, A Bullseye View, Target executive vice president and chief merchandising officer Mark Tritton said the product line is based on ideas and outfits—not just individual pieces.
“Denim is a part of every woman’s wardrobe, and with fewer options in the marketplace and learnings from the brands we’ve recently launched, we’re excited to bring our guests a lifestyle brand rooted in denim that’s also an amazing everyday value,” Tritton said.