Walmart announced its latest private brand transformation in reimagined young adult brand, No Boundaries. The $2 Billion+ 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. 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, crop 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 twins. 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.