Walmart Relaunches No Boundaries: A Fashion Revolution for Gen Z

Jo-Carolyn Goode | 6/14/2024, 1 p.m.
Walmart is thrilled to announce the relaunch of its iconic fashion brand, No Boundaries, a $2 billion line designed specifically …

Walmart is thrilled to announce the relaunch of its iconic fashion brand, No Boundaries, a $2 billion line designed specifically for the vibrant and expressive Gen Z demographic. This reimagined brand brings a fresh, youthful, and relevant assortment to young adults, just in time for the back-to-school and back-to-college shopping season. 

A Bold New Direction

In an exciting move to modernize No Boundaries, Walmart has enlisted a team of expert fashion designers dedicated to understanding and catering to the Gen Z customer. This initiative marks the first time the retail giant has dedicated fashion designers solely to the No Boundaries brand, signifying a significant shift in its approach to young adult fashion.

Jen Jackson Brown, Senior Vice President of Walmart U.S. Fashion Brands, emphasized the importance of this transformation: 

“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. There’s a huge opportunity for Walmart to reach a Gen Z customer with a brand that has both incredible style and unbelievable prices.”



Celebrating Self-Expression

Gen Z values individuality and seeks fashion that allows for personal expression. Walmart's research shows that up to 80% of their young customers prefer mix-and-match pieces to create unique looks. No Boundaries embodies this spirit with styles rooted in casual trends and weekend wear, featuring youthful essentials designed for customization.

Launching in stores and online at []( on July 16, the new No Boundaries line includes 130 pieces spanning women's clothing, intimates, men's apparel, shoes, and accessories. Highlights include baggy fit jeans, drop shoulders, cropped tees, oversized sweat sets, and high-quality fabrics like seamless stretch, power mesh, lux fleece, and authentic denim. Additionally, No Boundaries introduces an all-new sleepwear line and the first-ever plant-based bra pad, made from over 75% sugarcane, in select top-selling bra styles.

Affordable Fashion for All

Walmart continues its tradition of offering great prices, with 80% of No Boundaries items retailing for less than $15, including crop tees, short-shorts, shirttail dresses, and graphic tees for as low as $5. The brand also promotes inclusivity with sizes ranging from XXS to 5X in young women’s and XS to 3X in young men’s.


 Embracing the Digital Era

To engage Gen Z on their preferred platforms, Walmart will launch No Boundaries across social media channels and within its immersive Walmart Discovered experience on Roblox, one of Gen Z’s most popular virtual spaces. This initiative includes collaborations with Roblox creators to curate and promote No Boundaries outfits, allowing users to purchase real-world items and unlock virtual twins within the game.

About Walmart

Walmart Inc. (NYSE: WMT) is a leading omnichannel retailer dedicated to helping people save money and live better. With a vast network of stores and a strong online presence, Walmart serves approximately 255 million customers weekly across 19 countries. The company is committed to sustainability, corporate philanthropy, and creating employment opportunities for its 2.1 million associates worldwide. For more information, visit or follow Walmart on,, and

Explore the new No Boundaries collection and discover how Walmart is revolutionizing young adult fashion with unbeatable style and value.