Walmart launches new Free Assembly fashion brand

By

Gabriella Lacombe

Published
Sep 22, 2020

Walmart is expanding is range of apparel brands with Free Assembly, a new fashion brand for men and women. 

Launched on September 21, the premiere fall Free Assembly collection offers a range of easy-to-mix basics, including more than 30 items for women and 25 items for men, all priced between $9 and $45. Key items include a variety of eco-friendly denim washes; a $45 structured blazer; a $39 viscose tiered maxi dress; a $30 fishtail parka; and a range of denim pieces made in Need & Fair Trade certified facilities.

"Through our ongoing strategy of expanding our assortment for our customers, we’ve shown that we’re serious about establishing Walmart as a fashion destination," said Denise Incandela, SVP women’s group, elevated and online brands at Walmart.

"And, now we’re doubling-down to offer customers something they couldn’t find at Walmart before – a fashion essentials-inspired brand for both men and women created by our in-house design team."

The new brand was developed by a special in-house fashion design team formed by Walmart and led by Dwight Fenton, who has previously served as merchandising and design lead for Vineyard Vines, senior design director for J.Crew and chief creative/design officer for Bonobos (a brand which Walmart acquired in 2018). 

Walmart "has been focused on meeting that need for customers by launching new elevated fashion brands, whether that’s a denim-focused brand like Sofia Jeans by Sofia Vergara or more fashion-forward pieces that can be found in Scoop," said Fenton. 

"What’s been missing is a brand that offers modern essentials. So, we set out to build that brand. Free Assembly rounds out our portfolio to offer customers something they didn’t have before – elevated, modern essentials for both men and women at incredible prices."

Free Assembly is available in Walmart stores and online..