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Walmart Relaunches No Boundaries, its $2B Modern Fashion Brand Designed for Gen Z

Reintroducing No Boundaries: a reimagined young adult brand that celebrates the unlimited potential of self-expression, with 80% of items priced under $15

Today, Walmart announced its latest private brand transformation in reimagining one of its largest and most well-known fashion brands, No Boundaries. The $2B+ brand for young adults will bring customers a modern, relevant and youthful assortment with new fabrication, shapes and styles, all at the same great prices Walmart has always offered and just in time for the back-to-school and back-to-college shopping season.

To refresh the legacy young adult fashion brand, Walmart hired an expert design team with years of experience in creating products for the Gen Z customer. This is the first time Walmart has dedicated fashion designers to the No Boundaries brand and reflects a major shift in how the retailer is thinking about building and reintroducing a cohesive brand that speaks directly to the Gen Z customer.

“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, senior vice president of Walmart U.S. fashion brands. “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 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.”

Gen Z is driven by self-expression and looking for fashion brands that inspire and celebrate their journey. Based on a survey of Walmart customers, up to 80% of what they purchase are pieces they can mix and match to make their own. That individuality is core to the No Boundaries brand DNA – style rooted in casual trend and weekend wear with of-the-moment, youthful essentials designed to make their own.

Launching in stores and on on July 16, the new No Boundaries line features 130 pieces that span women’s clothing and intimates, men’s, shoes and accessories. Style highlights include new modern shapes like baggy fit jeans, drop shoulders, cropped tees and oversized sweat sets, as well as new high-quality fabrics like seamless stretch, power mesh, lux fleece and authentic denim fabrics. New to the brand, No Boundaries will launch with an all-new sleepwear line and the first-ever plant-based bra pad made from over 75% sugarcane in select top-selling bra styles.

There’s no shortage of affordable fashion finds with No Boundaries items when 80% of the assortment retails for less than $15, including many pieces for just $5, like crop tees, short-shorts, shirttail dresses and graphic tees.

With options for every body, Walmart also evolved the fit of the No Boundaries line to be more inclusive, ranging from XXS – 5X in young women’s and XS – 3X in young men’s.

To meet the Gen Z customer where they are, Walmart will introduce No Boundaries across social channels as within its immersive Walmart Discovered experience on Roblox, one of Gen Z’s most popular platforms. Walmart was the first brand to pilot real-world commerce on Roblox, which No Boundaries is currently part of. In July, a Roblox creator will help curate a selection of No Boundaries outfits from the forthcoming collection, allowing users to buy the real-world outfits on Roblox and unlock virtual twins.

About Walmart

Walmart Inc. (NYSE: WMT) is a people-led, tech-powered omnichannel retailer helping people save money and live better - anytime and anywhere - in stores, online, and through their mobile devices. Each week, approximately 255 million customers and members visit more than 10,500 stores and numerous eCommerce websites in 19 countries. With fiscal year 2024 revenue of $648 billion, Walmart employs approximately 2.1 million associates worldwide. Walmart continues to be a leader in sustainability, corporate philanthropy, and employment opportunity. Additional information about Walmart can be found by visiting, on Facebook at, on X (formerly known as Twitter) at, and on LinkedIn at


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