Today Walmart announced the launch of the new fashion private brand Free Assembly. The modern fashion brand offers elevated style essentials at an incredible value. At its core, the new brand is born from thoughtful, simple design, quality fabrics, modern silhouettes and updated styles. It’s as timeless as it is versatile, with wardrobe staples that are easy to mix, layer and assemble freely. These are pieces designed to have staying power.

Denise Incandela, SVP Women’s Group, Elevated and Online Brands, Walmart

According to a post on Walmart’s official blog by Denise Incandela, SVP Women’s Group, Elevated and Online Brands, Walmart, “With Free Assembly, we have a vision to create a new kind of brand that would entice any fashion shopper. So, we’ve built an in-house fashion design team with decades of experience designing for modern American brands known for mass appeal. Led by industry veteran, Dwight Fenton, whom I’ve had the pleasure of working closely with on the development of this new brand, our talented design team created Free Assembly from the ground up – everything from the brand concept to fabric selection, to product attributes and fit to eco-friendly denim washes and the manufacturing process. It was a huge task that started two years ago, and I’m blown away by the final product.”

Starting today, the Fall collection will include more than 30 items for women and 25 items for men, all priced between $9 and $45. Customers will discover well-designed, high-quality pieces at prices below other American clothing brands – including a $45 structured blazer with an updated silhouette, a $39 viscose tiered maxi for women and a $30 fishtail parka at a fraction of the price found at specialty retailers.

Incandela continues, “What I’m most proud of though is the $40 organic selvedge denim that retails at an incredibly low price. Customers are going to be wowed by the style, quality and fit of these pieces for the value. They are that fantastic.

I’m thrilled for customers to discover Free Assembly. I’m confident that this new brand will quickly become an essential part of their everyday wardrobe – for today, tomorrow and years to come.”