Walmart Relaunches No Boundaries, Its $2 Billion Modern Fashion Brand Designed for Gen Z

Launching in stores and on Walmart.com July 16, the new No Boundaries line features 130 pieces that span women’s clothing and intimates, men’s clothing, shoes and accessories. Style highlights include new modern shapes like baggy fit jeans, drop shoulders, cropped 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 tees. 

With options for every body, Walmart also evolved the fit of the No Boundaries line to be more inclusive, ranging from XXS to 5X in young women’s and XS to 3X in young men’s.

To meet the Gen Z customer where they are, Walmart will introduce No Boundaries across social channels like 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.