We’ve all seen the memes about Target: shoppers go in for one thing and leave with more than they thought they needed. But when it comes to clothing, the superstore is about to unveil a line we always knew we needed but never had.
According to Bustle, Target’s new in-house clothing brand Universal Thread — which is replacing their beloved Mossimo line — will be a “size-inclusive denim-focused brand” that will feature bags, tops, shoes and, most importantly, denim ranging in sizes 00 to 26W. Moved to create the brand out of women’s disdain for denim shopping, Bustle says Target Executive Vice President and Chief Merchandising Officer Mark Tritton offered that the line attempts to solve the common problems women face when trying on 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,” Tritton said of a survey of 1,000 women. “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.”
But beyond offering range of sizes to accommodate the figures of all women, Bustle reports that the line also aims to be an affordable alternative to traditionally pricey mainstream denim brands, costing up to 10 percent less than Target’s current denim offerings.
With cost and fit under control, Universal Thread seems to tick all the boxes on the list of what comprises an accessible denim line. However, the brand goes the extra mile, according to Bustle, offering an adaptive collection that is “filled with back pocket-less jeans and shirts without tags in them,” making their sensory-friendly pieces “perfect for people on the spectrum or for people with other touch-sensitive disabilities.”
Debuting online and in-store on Feb. 4, Universal Thread will even include a handful of eco-friendly offerings, so Target shoppers can find even more of what they want — or didn’t even know they wanted! — the next time they grab one of those iconic red shopping carts.