As we all know, you can never walk into Target and buy just one thing. If you walk by the clothing section? Forget about it.
The Target we know and love today was born in 1962 in Minnesota. The company has since expanded to over 1,000 stores nationwide and carries everything from clothes to groceries.
One of the highlights among Target fans, as we know, is its fashion-forward, affordable clothing brands. Target offers something for everyone, no matter your style. From professional wear to swimsuits, Target has a sizable portfolio of exclusive brands.
Here are all the Target-owned clothing brands in existence right now, plus some “retired” favorites.
A New Day
A New Day was one of Target’s first in-house brands to launch after it pulled Merona and Mossimo from its store racks. It debuted in 2017 to much fanfare, and shoppers grew to love this mix-and-match brand.
A New Day creates casual and stylish womenswear that perfectly balances fashion trends with timeless, classic designs. You can get everything from a faux leather puffer jacket to a double-breasted blazer vest. In addition, there are a ton of basics and staples available year-round.
This brand is versatile and beloved because it offers pieces for every occasion. For example, you can buy professional slacks for work, super soft joggers for lounging, and a sequin slip mini dress for the club all in one shopping trip. There really is something for everyone in A New Day’s lineup.
Wild Fable is Target’s answer to Gen Z fashion trends. The Target-owned brand released its first collection in August 2018 and continues to grow in popularity among younger shoppers. In addition to on-trend designs, the line makes efforts to be size-inclusive.
Wild Fable’s designs embrace the 90s and Y2K fashion trends with looser silhouettes and vintage-inspired cuts. Its latest offerings include velour tracksuits, lace-trimmed dresses, and distressed baggy jeans. In addition, fun pieces like brightly-colored faux fur jackets and pleather pants add a little flair.
Like many other Target clothing brands, Wild Fable’s pieces are all priced under $50, making it easy to add trendy pieces to any wardrobe. It also offers a range of women’s accessories like 90s-inspired scrunchies and claw clips.
Knox Rose is Target’s take on the bohemian aesthetic. Launched in 2017, it’s a budget-friendly comp to Free People, which is quite expensive for the average shopper. This label is known for its loose-fitting tops, a-line peasant dresses, and cozy knits.
Knox Rose’s winter line features lush velvets, open-front cardigans, and bohemian-inspired patterns. Most pieces are under $50, so you can spruce up your wardrobe without breaking the bank. In addition, many of Knox Rose’s designs are timeless and classic, so you can wear them for years to come.
One thing that stands out about Knox Rose is its bold use of patterns. You can find everything from classic plaids to colorful block designs. Knox Rose has what you need if you love color but want something appropriate for the office.
JoyLab is another Target brand launched in 2017 during the store’s revamp efforts. It’s a versatile line of women’s performance wear that lets shoppers get trendy athletic gear at a reasonable price.
Joylab’s designs combine trendy street styles with high-performance technology like moisture-wicking fabrics and supportive tailoring. In addition, all of the brand’s leggings, bras, and tops are cute enough to work as athleisure wear.
The brand offers relaxed fleece pullovers, versatile joggers, and other workout staples that are easy to mix, match, and layer. There is also a wide range of colors and patterns available, like trendy neons, florals, and muted neutrals.
Let’s all be honest. If you’re a millennial, you probably have a Universal Thread piece in your closet. This Target clothing brand emulates Madewell on a budget with its denim, apparel, and twee logo design. Compared to the price of a pair of Madewell jeans, you really can’t go wrong with Universal Thread.
Target launched its first Universal Thread denim collection in February 2018 with inclusive sizing of 00 to 26W. Today, the Target brand creates adaptive pieces like knits, dresses, and jumpsuits that work across seasons. There are also playful stand-outs like rompers, overalls, and faux shearling coats.
Universal Thread is still a favorite for affordable jeans. The label has everything from vintage-inspired corduroys to distressed wide-leg denim. It’s a versatile line that offers professional trousers, comfy joggers, and casual denim staples.
Goodfellow & Co
Goodfellow & Co is one of Target’s men’s apparel brands. It offers elevated basics and a modern take on wardrobe classics. The brand’s name is also a modern twist on a classic. It pays homage to Goodfellow Dry Goods, the original company’s name that eventually morphed into the Target we know and love today.
Goodfellow & Co is “where style and fit are always in good company.” It offers classic button-ups, tees, shorts, and more in modern earth-tone colors and slim fits. The brand also adopts menswear trends with pieces like Patagonia-inspired fleece and fur-lined puffer jackets.
This Target menswear brand also offers a selection of lounge and swimwear. It’s an accessible way for shoppers to get everything they need in one stop, from underwear to outerwear. Goodfellow & Co offers various price points of affordability, but they all fall under $100.
Original Use is Target’s casual streetwear line for men. The Target-owned clothing line debuted in 2018 and is still going strong. Its graphic tees, hoodies, and other basics are reminiscent of other stores like H&M and Zara but at a more affordable price point.
Original Use’s designs are a younger alternative to Target’s Goodfellow line. Street style and vintage combine perfectly in its camo fleece zip-ups, eclectic graphics, and rugby-inspired tracksuits. In addition, the brand doesn’t shy away from hot trends like tie-dye, paisley prints, and matching sets for men.
Original Use also produces basics and accessories like boxer briefs, sunglasses, and socks. Its modern interpretation of classic streetwear makes it easy for shoppers to customize their wardrobe on a budget.
Stars Above creates ridiculously comfortable, soft pajamas and loungewear for women. With everything from matching pajama sets to feather yarn cardigans, Stars Above is a must-have for any Target shopper that wants to feel indulgent.
This Target-owned brand emphasizes comfort, versatility, and style. Soft pastels, cozy neutrals, and subtle patterns are the mainstays of the fashion line. In fact, its pieces are so cute that some of them can easily work as athleisure wear.
Stars Above reminds us that taking time to accessorize and dress our best for bed is a valuable form of self-care. Who wouldn’t love to get cozy in the brand’s velour fleece lounge pants or henley top sweater? The brand is on the higher end of Target’s offerings, with prices ranging between $15 and $40.
Target has a reputation for releasing blockbuster capsule collections in collaboration with well-known designers. Future Collective, launched in 2022, is a new Target brand that leans into that reputation.
Future Collective is a versatile, flexible brand that collaborates with a rotating roster of influencers to create on-trend limited collections. Its first collaboration is with fashion editor Kahlana Barfield Brown and features womenswear that plays off streetwear style and bold patterns.
In addition, the first Future Collective drop features upscale pieces like quilted cinch-waist joggers and eclectic plaid blazers. Overall, Future Collective is a new Target brand that offers exclusive clothing for the fashion maven on a budget. We can’t wait to see what Future Collective has in store for future collaborations.
Shade & Shore
Target really does have it all. Shade & Shore is the company’s beachwear line, offering adorable swimwear and versatile cover-ups that are fashionable enough to double as outfits for a casual night out.
Shade & Shore swimsuits come in various styles, from boho-inspired one-pieces to modern bikinis that look straight off the runway. All of its designs focus on comfort and functionality, with full bust support and different levels of coverage for shoppers of all sizes.
The brand also offers fashion-forward beach pieces like sheer button-ups and matching sets. Its skirts and tops are easy to mix and match and come in a bunch of different colors and patterns. Many pieces, such as its crochet cover-up pants, draw from designer resort collections.
Cat & Jack
Cat & Jack is Target’s clothing brand for kids, toddlers, and babies. It supplies shoppers with a steady stream of fashionable, trend-focused clothing, from durable basics to formal dresses for your little ones.
Cat & Jack designs are cute, fun, and colorful. For example, its girls’ clothes are full of fun patterns and easy silhouettes that allow freedom to move, play and explore. In addition, its boy’s line draws from popular menswear trends to create age-appropriate, stylish comps.
In addition to affordable prices, Target offers a one-year return policy that many parents highly praise. So even if your kids have worn their Cat & Jack apparel, you can still return it for your money back or store credit. This level of flexibility makes the brand a favorite among busy parents.
Compared to its younger Cat & Jack counterpart, Art Class focuses on trendy clothing for older kids. As a result, its fun designs are perfect for kids up to age twelve.
Art Class offers a range of staples and capsule collections that emphasize individuality and freedom of expression. Kids often use fashion to explore who they are and how they want to express themselves. Art Class embraces that with fun patterns, colors, and cuts. For example, you can’t go wrong with a pair of white sequin joggers and a faux fur claw clip.
Target’s Art Class line is perfect for back-to-school wardrobes and summer staples. Kids feel comfortable and cool wearing its pieces, and parents love the affordable price points. Art Class also offers accessories for boys and girls, like headbands, backpacks, and cute sunglasses.
AVA & VIV
It’s notoriously hard to find stylish plus-size clothing that actually fits. AVA & VIV, launched in 2015, is Target’s solution. The label offers chic, versatile wardrobe staples in extended plus sizes, from X to 4X.
AVA & VIV is known for its high-quality, fashion-forward pieces that fit curves of all shapes and sizes. The line makes it easy to update your wardrobe with chic basics for the office, refined outerwear, or beautiful dresses that work across seasons.
The brand offers a range of price points for shoppers. For example, there are AVA & VIV basics like tanks, v-neck tees, and sweatpants for as low as $5. However, if you’re looking to splurge on something more upscale, there are elegant pieces like faux fur coats, puffer jackets with cute patterns, and flowy midi dresses.
All in Motion
All in Motion is Target’s most recent activewear line, launched in January 2020. Compared to the store’s other line, JoyLab, All in Motion focuses on inclusivity and accessibility. As the brand’s name implies, it creates performance gear for men, women, and children of all ages and abilities.
This Target-owned brand offers streamlined basics that are sleek, minimal, and durable. Each top, pair of leggings, and sports bra has optimal performance and comfort. In addition, All in Motion’s designs are moisture-wicking, water resistant, and use a unique four-way stretch material.
All in Motion stands out from other performance gear at Target because it makes sport-specific apparel. For example, its winter collection includes ski gear like bibs, mittens, and base layers. There’s also clothing for activities like hiking and cycling, which is a massive plus because specialty gear can be pretty expensive and inaccessible.
Launched in 1996, Xhilaration is one of Target’s longest-running owned brands. The line initially produced a wide range of womenswear and girl’s clothing but has since downsized to more straightforward offerings.
Today, Xhilaration makes cute swimsuits, fun coverups, floral shorts, and zany graphic socks. However, this limited line of clothing still has the brand’s signature carefree vibe and bold use of color, making it a cornerstone brand to this day.
Vintage Xhilaration dresses, tops, and shoes are still available on sites like eBay and Poshmark. If you want some classic early 2000s fashion that is comfy and versatile, shopping for Xhilaration pieces second-hand is a great option.
Colsie creates comfy, trendy loungewear and intimates that appeal to a younger target audience (no pun intended). Think Gen Z vibes with mesh bodysuits, henley tanks, and shimmery bralettes.
With Colsie, you’ll find all the latest trends incorporated into its designs. Colsie effortlessly infuses streetwear fashion into comfy, couch-worthy apparel, from bodycon suits with surprising cutouts to velvet checkered camis. The Target-owned brand also has neutral-colored basics like bike shorts, sports bras, and lounge pants.
The Colsie loungewear line is part of Target’s efforts to be more size-inclusive. It offers sizes XS to 3X. It’s also a little more affordable and accessible for shoppers, with most pieces priced under $25.
Kona Sol, launched in 2019, is Target’s response to size inclusivity efforts in the fashion world. The line offers cute swimwear and cover-ups that provide comfort and coverage for bodies of all kinds.
Kona Sol’s mix-and-match tankinis and bikinis pair perfectly with beachy cover-ups like drawstring shorts and flowing maxi dresses. Its beach cover-ups are modest without being prudish and can work as beachwear or a casual summer outfit.
Target offers Kona Sol clothing and swimwear in a wide range of sizes, from XS to 26W, in select styles. The best part is that you don’t have to pay extra for size-inclusive styles. For example, at most, Kona Sol maxi dresses, button-ups, and more only go up to $35.
Auden is the last of the three leading intimate brands owned by Target. This line creates affordable, classic lingerie that offers the perfect combination of comfort and sex appeal. A major highlight is its inclusivity, with sizes from 32AA to 46G and XS to 4X.
Auden wants women to feel confident in their own bodies, no matter what they wear. So the brand offers basics like full-coverage lined bras, low-rise underwear, and more risqué pieces like modern satin corset bras and lace bralettes.
Auden provides modern cuts and sleek pieces at low prices compared to other, more expensive lingerie brands. Target makes it possible to build a strong wardrobe foundation with this well-constructed, durable, and comfortable intimates line.
Part of Target’s success is its one-stop-shop appeal. Cloud Island, the store’s baby line, makes it easy to stock up on cute essentials for your little one. The brand offers nursery decor, bedding, and more, but we’ll just focus on their baby clothing.
Cloud Island makes baby clothes that look straight out of Pinterest. Its designs are modern, minimalist, and easy to mix and match. Parents can choose trendy colors and patterns like burnt orange, rustic rainbows, or seafoam green. The line also offers gender-neutral clothing options for babies.
Since it launched in 2017, Cloud Island’s irresistibly sweet baby clothes now include long-sleeve onesies, fashionable swaddles, and comfy pull-on pants. When you look at all the color combinations and patterns available, it can be hard to choose just one!
If you’re a Target die-hard, you may wonder where some of the “classic” brands are on this list. Well, they were retired by Target in recent years to rejuvenate the company and appeal to a new, younger audience.
Here are the most well-known clothing brands that have gone by the wayside in Target’s efforts to offer exclusive in-store brands.
Prologue was a short-lived Target brand launched in 2018 and quietly sunsetted a few years later. When you search for the brand on Target’s website today, it’s nowhere to be found.
Prologue was Target’s line of essential workwear that interpreted fashion trends in a refined, understated way. For example, its dresses, blazers, and slacks had sleek silhouettes, muted color palettes, and sophisticated designs. In addition, the brand had some edgier stand-out pieces like a pleather midi dress and dramatic puff-sleeve tops.
Circo, Target’s original kid’s clothing line, was replaced by Cat & Jack in 2016. Circo launched in 1992 and offered Target shoppers cute, colorful, and affordable clothes for toddlers and kids of all ages.
Circo was beloved for its bright colors, bold patterns, and cute graphic tees. In addition, the brand offered basics with a twist, such as baby onesies with pretty animal patterns and puffer jackets with bold polka dots.
Merona was retired by Target in 2017 in an effort to appeal to a new, evolving audience. The company felt that the Merona brand, like many of its other brands at the time, had become too broad and general.
During Merona’s heyday in the 1990s and early 2000s, the line offered professional apparel that didn’t look frumpy. Cozy sweaters, embellished cardigans, and chic basics were brand mainstays.
Mossimo was technically a licensing deal between Target and the privately owned brand between 2000 and 2017. Although not a Target-owned brand, Mossimo was a cornerstone of the store’s clothing department, and we’d be remiss not to mention it.
Mossimo’s designs for Target were casual, relaxed, and aimed at a younger audience of men and women. Its designs provided shoppers with solid basics at affordable prices, such as v-neck tees and striped t-shirt dresses. Target replaced the brand with Universal Thread and A New Day during its 2017 revamp.