Universal Threads

What’s feminine, modern and designed for all women? Target’s newest apparel and accessories private brand, Universal Thread. Since announcing the latest Target brand last week, the retailer to share a look inside the first collection. Universal Thread will be available in all Target stores and online at Target.com in early February, at prices ranging from $5 to $39.99.

“Universal Thread is all about making great style available to everyone, while offering unprecedented value and never compromising on quality,” says Mark Tritton, Target’s executive vice president and chief merchandising officer. “At the core of this brand is amazing denim based on fashion trends and firsthand guest feedback, but there’s also apparel and accessories that make it simple to create a complete look.”

Universal Threads

The Target design team worked with nearly 1,000 women of every shape, size and ethnicity to make sure the line offers amazing fit, quality and value. Plus, this isn’t just your average denim—it features the latest technology, from no-fade black jeans, stain-repellent white jeans, even some styles with anti-bagging technology so your jeans won’t sag while you’re wearing them.

To make this brand truly inclusive, following in the footsteps of Cat & Jack kids’ apparel line, Universal Thread will offer select sensory friendly and adaptive apparel items to help make getting dressed a little easier for people living with disabilities, including denim designed with flattened seams to help reduce pressure points and wider legs for dressing ease. Target has also created tees and tanks with no tags, flat seams and extra soft material to minimize discomfort.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.