Walmart Debuts New Fashion Brand


Walmart is of course known for having great deals on everyday items, such as groceries, kitchen appliances, and electronics, but now they’re entering the fashion game.

The company announced on Monday, September 21 their new private label clothing brand called Free Assembly.

The line, which will be led by retail guru Dwight Fenton, will add another layer to Walmart’s growing business.

Not to mention, the line will look to be a competitor to other businesses with clothing lines, such as Target and Amazon.

What is Free Assembly

According to Walmart, Free Assembly looks to be “a modern fashion brand that offers elevated style essentials at an incredible value.”

The line is for both men and women and the fall collection will feature 55 pieces that will be “wardrobe staples that are easy to mix, layer and assemble freely.”

Because Walmart is looking for this line to be financially accessible, all of the items will be priced between $9 and $45.

The collection will include everything from t-shirts and jeans to blazers, bomber, jackets, and dresses.

Challenging Target

Target has done a great job over the years with elevating their fashion brands and it’s clear Walmart wants to do the same.

Denise Incandela, who is Walmart’s senior vice president of elevated and online brands, revealed she wants Walmart to become a “fashion destination.”

She continued, “And, now we’re doubling-down to offer customers something they couldn’t find at Walmart before — a fashion essentials-inspired brand for both men and women created by our in-house design team.”

Walmart has really focused on improving their fashion in recent months, even partnering with online company ThreadUp in May. 

The team-up allowed ThredUp to sell pre-owned clothing, footwear, and accessories at Walmart stores around the country. 

Fenton’s Goals

Fenton, who has previously worked with Bonobos, J. Crew, and Old Navy, is excited about the opportunity to make stylish pieces at an affordable price.

“I’ve had a front-row seat to the transformation happening in Walmart’s fashion business,” he shared.

“I’ve been really impressed with the aggressive strategy to diversify the product offering through new brand launches and strategic partnerships.”

With stores like Target becoming a destination for specifically young women to grab affordable clothing, Walmart is smart to try and enter the game.

People all already going to Walmart to get their groceries or other home items, so it only makes sense shoppers should also be able to find a great outfit too!