Target’s JoyLab Swimwear—Designed With Fitness And Fashion in Mind

Target introduced its activewear private brand JoyLab less than a year ago the fashion-meets-function line combines street style designs with the technology of performance-wear, seamlessly taking shoppers from the gym to everyday life. Earlier this month the retailer extended the brand to swimwear.

This capsule collection offers a mix of one-pieces, bikini tops, and bottoms, rash guards and swim leggings in the private brand’s signature street-style aesthetic. Focused on the customer, all items in the assortment were designed with a focus on adjustability and coverage to fit an active lifestyle.

Prices of the JoyLab swim collection range from $19.99-$39.99 and sizes range from XS-XL.

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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.