JoyLab combines street style with performance tech, comes in sizes up to 4X and has a price ceiling of $50.


Target is swelling the ranks of its exclusive lineup with JoyLab, a fashion activewear brand that launches in store and on on October 1. JoyLab joins Target exclusives A New Day, Goodfellow & Co, Project 62 and the newly announced Hearth & Hand with Magnolia.

The retailer introduced a JoyLab lookbook on its website last week for consumers to peruse and “share with your #fitfam community,” said a company representative. “By combining street style details with the technology of a true performance-wear line, we created a one-of-a-kind brand that encompasses everything from sports bras to bottoms to bodysuits to bags,” the statement continued.

Tapping into consumers’ desire for versatility, Target assures curious shoppers that “once barre class, boot camp or yoga ends, these pieces are fashion-forward enough to transition from the studio to the streets.” Target is following Nike’s lead by offering the collection in sizes up to 4X, and the price points are tempting – no piece is over $50.

Photos courtesy Target