Earlier this month, Target announced that a new label would be joining its roster of in-house fashion brands: a denim-based and -inspired collection titled Universal Thread. Set to launch in February, the line will encompass apparel, shoes, and accessories—all under $40. As if that weren’t enough reason to be excited, Target revealed Universal Thread’s offerings would be entirely size-inclusive from the get-go. Now, Glamour has a first look at its inaugural assortment, which is heavy on all things denim.

“Denim is a part of every woman’s wardrobe,” Mark Tritton, Target’s Executive Vice President and Chief Merchandising Officer, tells Glamour. “In developing this brand, we conducted research with nearly 1,000 women from across the country to better understand their needs when it comes to shopping denim. What we heard from nearly all of them was that they dreaded shopping for new jeans. Whether the rise was too long or the inseam was too short or the pair of jeans they wanted didn’t come in their size—finding the perfect fit for their body type was just too challenging. That’s a problem we wanted to solve.” To do so, Target looked to its other recent fashion launches (from A New Day to JoyLab), as well as holes it saw in the market as it was developing Universal Thread. The result: a comprehensive collection that’s founded in denim but not limited by it, and features a range of styles, fits, and silhouettes at an accessible price point.

Over the past year, Target has focused its efforts on its in-house brands. The end of Merona allowed for the rise of A New Day, JoyLab, and now, Universal Thread, among other labels. (The latter is Target’s “11th brand in our reimagined assortment,” per Tritton.) Universal Thread will be the first of these brands to launch with an entirely size-inclusive apparel assortment. “When we introduced A New Day, a portion of the assortment was offered in a full range of sizes—guests responded really well to that, so we’re offering all apparel within Universal Thread in sizes 00-26W,” Tritton explains. It will also feature a selection of adaptive styles, for differently-abled shoppers. (The retailer first added adaptive and sensory-friendly apparel to its Cat & Jack children’s line back in October.)

“Of the brands we launched in 2017, results and guest response have been strong, with all brands posting positive comps since launch,” he continues. “Guests will see newness in Universal Thread each month, whether that’s seasonal pieces like shorts and tanks for summer, or fashion items based on new trends.”

Ahead of the February launch, check out the first drop of Universal Thread, where prices will start at $5 and cap out at $39.99.

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