This spring Target spilled a fantastic little secret—their private brand team has been working fast, furiously and fashionably with teens and young adults across the country to create three new Target private brands—all designed with younger customers in mind. Flash forward to June: Target unveiled Heyday, the first Target-designed electronics private brand, featuring 150+ chic electronics and tech accessories from earbuds and headphones to speakers and chargers. Now, it’s almost time for two more big debuts—apparel private brands Wild Fable and Original Use, launching August 3 at Target. And courtesy of Targets official blog A Bullseye View we have a sneak peek.

“We’ve been on a journey to reimagine our portfolio of owned and exclusive brands for more than a year now, and we’ve built a ton of momentum with guests of all ages,” says Mark Tritton, executive vice president and chief merchandising officer, Target. “We’re thrilled to add Wild Fable, Original Use and Heyday to our mix, giving our younger guests relevant, inspiring products they’ll only find at Target.”

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Wild Fable
This trendy line of young women’s apparel, accessories and shoes are meant to mix, match and make your own, all for less than $40 per piece. The entire collection’s designed to look and feel amazing from size 0 to 26W.

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Original Use
Target is empowering young men to experiment with and refine their personal style with this street-meets-vintage-modern brand, with prices ranging from $10 to $40. And no fussing with fit—everything’s available in Big & Tall sizes, too.

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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.