New clothing line to debut on September 10

BENTONVILLE, Ark. — Walmart is launching a new fashion line with talk show host and actress Ellen DeGeneres.

The denim-based collection, EV1, will be available beginning September 10 on Walmart.com and in about 2,300 Walmart stores, according to the retailer, which said the line includes jeans, shirts, shoes and accessories, with individual items priced at $30 or less.

“The core of the EV1 collection is denim — an iconic American staple,” Denise Incandela, head of fashion, Walmart eCommerce U.S., wrote on the company’s website. “Designed to be effortlessly stylish, EV1 was inspired by Ellen’s own confidence and optimism (think tees with inspirational sayings, elevated denim and, of course, fantastic sneakers). It’s cool, fun and accessible.”

The launch of EV1 is the latest move Walmart has made to establish Walmart.com as a fashion destination, Incandela said.

Earlier initiatives include the rollout of a Lord & Taylor flagship store on the website, which debuted in May with about 125 fashion brands, including Vince Camuto, Miss Selfridge, La La Anthony, H Halston and Effy.

As part of the Lord & Taylor launch, Walmart redesigned the website, updating the look and decluttering its product listings in order to attract higher-end brands.