Walmart Zeroes in on Gen Z with Private Label Apparel Relaunch

Image courtesy Walmart

Walmart has relaunched its $2 billion No Boundaries private label fashion brand with styles, sizes and features designed to appeal to Gen Z consumers. Launching in Walmart stores on July 16, 2024, the reimagined line features 130 pieces spanning women’s clothing and intimates, men’s apparel, shoes and accessories, with 80% of the items retailing for less than $15 and many pieces for just $5.

The retailer hired a design team with extensive experience creating products for the Gen Z customer — and it is the first time Walmart has dedicated fashion designers to the No Boundaries brand. Sizing is now more inclusive, ranging from XXS to 5X for women and XS to 3X for men. Modern shapes include baggy fit jeans, drop shoulders and oversized sweat sets, while core fabrics include seamless stretch, power mesh, lux fleece and authentic denim. Additionally, No Boundaries will launch an all-new sleepwear line and its first-ever plant-based bra pad, made from over 75% sugarcane, in select top-selling styles.

“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 U.S. Fashion Brands in a statement. “We have 145 million U.S. 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.”

Walmart will introduce No Boundaries across social channels as well as within its Walmart Discovered experience on Roblox. In July, a Roblox creator will help curate a selection of No Boundaries outfits from the collection, allowing users to buy the real-world outfits on Roblox and unlock virtual twins.


The retailer has been enhancing its private label offerings in a number of categories, including the 300-item Bettergoods private label food line that launched last month. Walmart’s Sam’s Club division has crowdsourced its Member’s Mark community to help design and refine its private label products.

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