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Target is overhauling its entire denim line in an attempt to convince customers that shopping for jeans really isn't the terrible, defeating experience everyone knows that it is. The brand enlisted the help of Marie Claire's senior fashion editor, Zanna Roberts Rassi, to develop a whole host of new denim choices hitting stores right now: 66 new washes, 20 new fits, and each pair is under $30.
"Because Target loves a good challenge, the design team went back to the drawing board, reimagining and reengineering these jeans from the hem up, all to make the perfect fit and the best denim for every body," Roberts Rassi says in a cheerful video promoting the launch. She goes on to describe Target's new "Power Stretch" material built into every pair of jeans, as well as a new angled pocket placement on the back end.
The jeans are already in stores and online, available to shop immediately. Target is also offering $10 off all the new styles, either online with the code TRYON10 or in stores for those who simply try on any of the new denim.