Phygital Gen Z Fashion : No Boundaries

Ahead of back-to-school and back-to-college season, Walmart is relaunching its No Boundaries fashion brand for Gen Z. As Walmart revealed in a press release, “This is the first time Walmart has dedicated fashion designers to the No Boundaries brand and reflects a major shift in how the retailer is thinking about building and reintroducing a cohesive brand that speaks directly to the Gen Z customer.”

The inclusive No Boundaries sizing will include XXS to 5X for young women and XS to 3X for young men, with a focus on affordable styles—80% of the assortment retails for less than $15.

To support the relaunch of the No Boundaries, Walmart is bringing the fashion brand to Walmart Discovered on Roblox so that users can buy real-world outfits on Roblox and unlock virtual twins.