Target is definitely a one-stop shop, and with more of an emphasis on design in recent years, the major retailer has also become a destination for stylish, affordable clothing. And now the brand just made a big announcement— it’s launching a new exclusive women’s lifestyle brand named Universal Thread.

Universal Thread, which will be heavily focused on denim, will also feature women’s clothing including tops, dresses, shoes and accessories. According to Mark Tritton, Target’s executive vice president and chief merchandising officer, denim will be the star of this brand because “it’s a part of every woman’s wardrobe.”

Tritton further explained, “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.”

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Target also interviewed nearly a thousand women to find out what they truly want from their jeans, and after thorough research, Target’s “design team…got to work creating a line that caters to all women, with multiple fits, silhouettes, lengths, rises and sizes.” And the best part is that the denim along with every other piece of the collection will be available in sizes 00-26W!

Just last year, Target rolled out over a dozen new in-house brands including the women’s clothing line, A New Day, menswear brand Goodfellow & Co., activewear line JoyLab and the highly-raved home décor line, Project 62.

Universal Thread will launch at Target stores and in early February, and everything will retail for under $40!