Walmart retools its young adult clothing line in pursuit of fashion credibility

(AP) — Walmart has spent three years overhauling its mix of adult apparel to make it stylish as well as sensible for middle America. 

Now, the nation’s largest retailer is seizing the back-to-school shopping season to take another shot at fashion respectability. 

The company relaunched its 30-year-old brand for teenagers and young adults on Tuesday with a new 130-piece fall collection aimed at Generation Z. 

The retooling of the No Boundaries label is part of a strategy to get customers to think of Walmart as a place to buy cool clothes as well as groceries. 

Winning over younger customers will be challenging given Walmart’s heavy competition and reputation for selling cheap basics.