Target’s new denim collection, Universal Thread, is working towards becoming a one-stop shop for jeans with over 100 pieces from sizes 00 to 26W under $40. The collection is part of Target’s portfolio building initiative to roll out over 12 new, Target-only brands with unique points of view.
Universal Thread provides solution for a number of women’s fit problems with contoured waistbands, added back-rise coverage and slimming fabrics, while tackling the challenge of creating sustainable yet affordable denim. Select styles are made from recycled cotton. Jeggings are finished using Kitotex, a technology that uses Chitosan in the dyeing process to help reduce water, chemicals and energy consumption. A portion of the jeans have pockets made with Repreve polyester made from recycled plastic bottles.
The brand’s tagline is ‘the denim collection that’s true to you.’ Universal Thread uses a youthful and minimalistic aesthetic based on classics. Denim is coupled with baseball caps, silk kerchiefs, tees and natural leather handbags—similar to the accessible yet stylised looks that helped Madewell come to the fore.
The collection offers an encyclopedia of cuts including: skinny bootcut, mid-rise deconstructed skinny, mid-rise curvy skinny, mid-rise roll cuff boyfriend, high-rise skinny, high-rise jegging, high-rise wide leg, high-rise kick bootcut crop and high-rise wide leg crop. Universal Thread’s adaptive collection offers medium and dark wash bootcut jeans with a high-rise back, wider leg construction and flattened seams to help reduce pressure points.
Washes in the collection encompass light, medium and dark indigo, to white, grey and black. Floral embroidery and pops of coloured denim, like red, green and pale pink, add a summery feel to the line. The brand pays special attention to hems, offering released, split and raw hem finishes. Blouse options include off-the-shoulder tops and button-down denim shirts. Railroad jackets and embroidered Trucker jackets. Midi and mini-skirts, denim apron dresses and shirt dresses round out the collection. Universal Thread launches February 4 and will be available in Target stores and on Target.com.