Skip to main content

Target introduces Universal Threads, a denim line for women of all body types

It's the most body-inclusive brand the retailer has ever created.

Target's new clothing line is the most body-inclusive brand the retailer has ever created.

The denim-focused lifestyle brand, called Universal Thread, will launch in stores and online in early February. It's the first new collection of 2018, and one of a dozen exclusive brands Target promised to release over two years as part of its plan to recover from poor sales.

In developing the line, Target says researchers interviewed nearly 1,000 women from across the country to understand what ladies are looking for when it comes to denim.

Almost all of the women interviewed said they dreaded shopping for 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," Mark Tritton, Target’s executive vice president and chief merchandising officer said in a news release.

So Target set out to solve that problem. Every item in the new line comes in sizes 00-26W – the most expansive range of any brand Target's ever developed (usually only part of a collection comes in "plus size").

Why denim? 

"Denim is a part of every woman’s wardrobe, and with fewer options in the marketplace and learnings from the brands we’ve recently launched, we’re excited to bring our guests a lifestyle brand rooted in denim that’s also an amazing everyday value," Tritton said.

The collection includes jeans in a variety of fits, silhouettes, lengths, rises and sizes, as well as tops, dresses, accessories and shoes. Prices range from $5 to $39.99.

Tritton said the most exciting part about this brand is that there’s "truly something for everyone" with an assortment of fashion and everyday pieces.

As for future owned brands, he said Target guests can expect to see "great ideas brought to life in their home, their wardrobe and more that provide exceptional value and innovative design."

How groundbreaking is it?

The average American woman is a size 16, a 2016 study by Washington State University researchers found.

While the definition varies across brands, a size 16 is usually considered "plus" – meaning that the average American woman's clothing options are limited to brands that offer plus sizes. 

And a lot of stores don't. 

Celebrities like Beyoncé, Melissa McCarthy, and Chelsea Handler are among those that have spoken out about the issue, calling out the fashion world for ignoring the millions of women with curvier figures.

Target has been a leader in the body-positive movement – last spring, the retailer was praised for its swimwear campaign that featured models with stretch marks

Next Up

Klobuchar - MTP - NBC screengrab

Klobuchar says Congress should pass law to protect abortion rights

Her comments came as the Supreme Court appears poised to weaken — or gut — Roe v. Wade

MPD missing Heard - crop 1_

Police ask for public's help finding Mpls. woman missing a week

The 36-year-old hasn't been seen or heard from recently.

unsplash cold winter breath dark

Hello, winter: List of the coldest wind chills in MN Monday morning

The state went from a relatively mild start of the season, to downright frigid wind chills.


1 CWD-positive deer in Brainerd Lakes area, so surveillance will continue

The CWD monitoring measures were supposed to end after this year.

unsplash - visitor patient doctor hospital emergency - crop

MN program will train, hire 1,000 nursing assistants for long-term care

The facilities are facing a severe staffing shortage.

Minnesota State Fair - main gate day 2021

Minnesota State Fair reestablishes a police department

The fair had been contracting with the Ramsey County Sheriff's Office.

teacher, covid, masks, school

Minnetonka to consider removing middle school mask requirement

The school board has been impressed by vaccination rates among middle school students.

snow, plow

Friday winter storm could hit Twin Cities, southern Minnesota

Meteorologist Sven Sundgaard is already monitoring the forecast.

Sauk Rapids Middle School street view, Minnesota - November 2018_

Teen student arrested for threats toward MN middle school

The Sauk Rapids middle school and high school were closed Monday.


Rally for trans child outed during Hastings school board race draws big crowd

Hastings has been in the spotlight since the child's family was featured in a CNN story.

chad davis arradondo flickr

Minneapolis police chief Medaria Arradondo to retire next month

He's overseen the MPD since mid-2017, following the killing of Justine Ruszczyk Damond


Minnesota's COVID-19 update for Monday, December 6

The latest from the state health department.


Target pulls women's rain boot because of poor quality

The retailer has teamed up for a collection with British bootmaker Hunter.

The C9 Champion line will disappear from Target shelves

The clothing company announced it won't renew its Target partnership in 2020.


Target to start selling Levi's famous 'Red Tab' jeans

It comes as the denim company moves away from its partnership with struggling Sears.

Target partners with Askov Finlayson for a cozy winter collection

The retailer's next limited-run fashion collection is an ode to Minnesota.

Everyone's going crazy for Victoria Beckham's Target line

But it's not as chaotic as some previous designer collaborations.


Target launches new line of eco-friendly household cleaning products

They'll mostly be cheaper to buy than name brand products.

This girls' T-shirt from Target celebrating science and Marie Curie is a hit

"Props to Target for carrying girls clothes with something other than ponies and princesses," one father wrote.