Its focus is on jeans that actually fit. 

By Katie Holdefehr
January 09, 2018
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Target

While we’re still getting over our excitement about A New Day, Target’s size-inclusive clothing line that launched this fall, the retailer just revealed its plan to drop yet another size-inclusive line at the beginning of February, according to Refinery29. And the more we learn about the upcoming line, Universal Thread, the better it sounds.

For starters, the brand will be remarkably affordable, with prices ranging from $5 to $40. You heard that right—everything will be priced under $40, making the line not only inclusive, but also accessible.

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All of the pieces in the Universal Thread line will be available in size 00 to 26W, which is a notable difference from other brands that only offer a selection of clothing in a greater range of sizes. “In terms of learnings, when we introduced A New Day, a portion of the assortment was offered in a full range of sizes. Guests responded really well to that, so we’re offering all apparel within Universal Thread in sizes 00-26W,” explains Mark Tritton, Target’s executive vice president and chief merchandising officer, in the announcement. The new line will offer the most expansive size range of all of Target’s brands.

In addition to being inclusive and affordable, Universal Thread hopes to provide an answer to the seemingly never-ending hunt for a pair of denim that truly fits. After conducting research with nearly 1,000 women across the country, Target decided to address the difficulty of shopping for jeans. “Whether the rise was too long or the inseam was too short or the pair of jeans they wanted didn’t come in their size—finding the perfect fit for their body type was just too challenging. That’s a problem we wanted to solve. So, our design team rolled up their sleeves and got to work creating a line that caters to all women, with multiple fits, silhouettes, lengths, rises and sizes,” says Tritton. Better start clearing out some closet space now—sounds like February is going to be a good month for our wardrobes.

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And good news for all of the Target devotees out there: The retailer hints that more Target-owned brand launches are to come. “We’ve got plenty more amazing brands up our sleeves to make Target the preferred destination for guests again and again,” says Tritton.

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