Faded Glory was once a go-to brand for affordable denim and everyday wear. Found in nearly every Walmart across America, the Faded Glory brand stood for comfort, simplicity, and unbeatable value.
Over the years, it became a wardrobe staple. But suddenly, it was gone. Shoppers began to ask: Is Faded Glory still in business? The label that once defined budget-friendly style seemed to have vanished.
What happened to Faded Glory is not a simple case of discontinuation. While Walmart phased it out in 2018, the brand was not completely shut down. Instead, it shifted gears, moving into online sales, thriving in resale markets, and quietly keeping its legacy alive.
In this article, we uncover the full story of Faded Glory’s rise, retreat, and unexpected return.
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Key Takeaways
- Faded Glory was replaced in Walmart’s core lineup in 2018, but not completely discontinued.
- The brand still operates online through its website and select retail platforms.
- Resale demand for Faded Glory remains strong across thrift and vintage markets.
- Its evolution offers valuable lessons on brand equity, repositioning, and retail survival.
Faded Glory: A Brief History
Faded Glory was introduced in 1987 as a private-label brand under Walmart. It was designed to offer affordable, everyday clothing for men, women, and children.
With a focus on denim, basics, and casual wear, the brand quickly became a household name throughout the 1990s and early 2000s. Known for its reliability and budget-friendly pricing, it became synonymous with American retail comfort.
As Walmart expanded its fashion strategy in the late 2010s, the company restructured its private-label portfolio. In 2018, Faded Glory was officially phased out from Walmart stores, replaced by brands like Time & Tru, Wonder Nation, and George.
However, this was not the end of the road. The brand quietly pivoted to online platforms and continues to sell through its own website and resale markets.
Faded Glory Brand Timeline: An Overview
| Year | Milestone/Event | Details |
|---|---|---|
| 1987 | Brand launched | Introduced by Walmart as a private-label fashion line |
| 1990s | Nationwide popularity | Became a staple for affordable family clothing |
| 2000s | Peak market presence | Known for denim, polos, and basics across all Walmart locations |
| 2018 | The brand was phased out from Walmart stores | Replaced by Time & Tru, George, and Wonder Nation |
| 2019–2024 | Quiet survival through online and resale | Operates via thefadedglory.com and second-hand platforms |
| Currently | Still in business | Active website, niche consumer base, thriving in resale and vintage markets |
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The Golden Years of Faded Glory
Faded Glory hit its stride in the 1990s and early 2000s, becoming one of Walmart’s most recognisable and trusted clothing brands. It offered everything from denim jeans and khakis to casual tees and school uniforms, all at prices that appealed to everyday shoppers.
Families relied on it for affordability. Students wore it for the back-to-school season. For over two decades, it was a quiet giant in American closets.
The table below captures what made Faded Glory a household favourite during its peak years:
| Category | Details |
|---|---|
| Peak Popularity | 1990s – 2000s |
| Target Market | Men, women, and children |
| Product Range | Jeans, t-shirts, khakis, polo shirts, casual dresses |
| Retail Channel | Exclusively sold at Walmart stores and Walmart.com |
| Key Appeal | Budget-friendly pricing, consistent sizing, durable basics |
| Cultural Positioning | Budget-friendly pricing, consistent sizing, and durable basics |
What Happened to Faded Glory and Why Was It Replaced?
In 2018, Walmart made a bold decision to refresh its fashion identity. While Faded Glory remained popular with loyal customers, it no longer resonated with younger, trend-conscious shoppers.
The brand, though reliable, had grown dated in a market leaning toward style-forward and influencer-inspired fashion.
Rather than reform Faded Glory, Walmart opted for a full wardrobe makeover. It introduced new private-label brands that felt more current, seasonal, and competitive in look and feel.
What Replaced Faded Glory at Walmart?
| New Brand | What It Replaced | New Brand Focus | Target Customer |
|---|---|---|---|
| Time & Tru | Faded Glory (Women’s Line) | Trendy, seasonal fashion for everyday wear | Modern women shoppers |
| George | Faded Glory (Men’s Line) | Updated basics and professional menswear | Men seeking polished basics |
| Wonder Nation | Faded Glory (Kids’ Line) | Fun, fashionable kids’ clothes at low prices | Parents and school-age kids |
The decision was less about failure and more about strategic repositioning.
Walmart aimed to attract a broader, style-focused audience by aligning its fashion department with fast fashion trends, clean branding, and curated product lines.
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So, Is Faded Glory Still in Business Today?
Despite being replaced on Walmart’s shelves in 2018, Faded Glory is still very much in business, just not in the traditional way most remember.
While Walmart shifted focus to newer brands, Faded Glory quietly pivoted. It has maintained a presence through its own website, select online retailers, and a strong foothold in resale markets like eBay and ThredUp.
This means shoppers can still buy Faded Glory clothing today, often finding classic styles alongside refreshed, vintage-inspired pieces.
The brand has embraced a more direct-to-consumer (DTC) model and continues to cater to nostalgic buyers and budget-conscious consumers alike.
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Faded Glory in the Resale Economy
Faded Glory has gained a strong foothold in the resale and thrift markets. Vintage pieces continue to attract buyers on platforms like eBay, ThredUp, and Poshmark, where demand is driven by nostalgia and sustainable fashion trends.
Below are key resale platforms, popular Faded Glory items on each, and why buyers continue to seek them out.
| Resale Platform | Popular Faded Glory Items | Why Buyers Choose It | Market Trend & Dynamics |
|---|---|---|---|
| eBay | Vintage denim jeans, jackets, and cargo pants | Nostalgia for 90s and early 2000s styles; affordability; collectibility | Steady demand for authentic vintage pieces. Buyers look for detailed listings and well-maintained items. Sellers highlight rarity and condition to attract collectors. |
| ThredUp | Basics such as t-shirts, polos, and casual wear | Sustainability-conscious shoppers seeking affordable, gently used and quality items | Growing popularity is driven by increasing awareness of eco-friendly shopping. Appeals to budget-conscious consumers who prioritise ethical and sustainable fashion choices. |
| Poshmark | Retro outerwear, denim, casual tops | Fashion-forward millennials and Gen Z are looking for unique, trend-driven vintage finds | High engagement with social selling and fashion communities. Resale prices reflect current fashion trends, supported by a strong culture of upcycling and recycling clothing. |
Consumer Sentiment and Perception Today
Faded Glory still holds a warm place in many consumers’ hearts. Across online forums, review sites, and social media, shoppers often share fond memories of the brand’s reliable basics and affordable pricing.
Many appreciate its comfort and durability, especially in denim and casual wear. However, some express that the quality has varied over time, reflecting changes in manufacturing and materials.
Discussions on platforms like Reddit and Trustpilot reveal a mix of nostalgia and practical buying advice. Long-time fans miss seeing Faded Glory in physical stores but remain loyal by purchasing from online channels or secondhand markets.
Overall, the brand is seen as a budget-friendly, dependable option, especially appealing to shoppers prioritising value over high-fashion trends. The ongoing positive sentiment helps sustain Faded Glory’s presence in both new and resale markets.
Faded Glory vs. Its Replacements: What Is the Difference?
When Walmart phased out Faded Glory in 2018, it introduced three new brands to replace it: Time & Tru, George, and Wonder Nation. Each was designed to appeal to a specific market segment with updated styles and branding.
Here is how Faded Glory compares to these successors:
| Brand | Focus | Target Audience | Style & Appeal | Price Range | Key Difference |
|---|---|---|---|---|---|
| Faded Glory | Basic, affordable casualwear | Broad family demographic | Classic, timeless basics | Very budget-friendly | Emphasised value and durability; less trend-focused |
| Time & Tru | Women’s fashion | Style-conscious women | Trend-forward, seasonal, versatile | Mid-budget | More fashion-forward with modern styles |
| George | Men’s apparel | Men seeking professional & casual wear | Updated basics with a sharper look | Mid-budget | Offers polished, British-inspired designs |
| Wonder Nation | Kids and youth wear | Children and pre-teens | Colourful, age-appropriate, playful styles | Very budget-friendly | Focus on trendy, fun, and colourful kidswear |
What The Faded Glory Evolution Means for Consumers Today
Walmart’s transition from Faded Glory to newer brands impacts where and how consumers shop for affordable apparel. This table highlights the key differences and what shoppers should consider.
| Aspect | Faded Glory | Replacements (Time & Tru, George, Wonder Nation) | Consumer Takeaway |
|---|---|---|---|
| Availability | Mostly online and resale platforms | Widely available in Walmart physical stores and online | Shop Faded Glory online or visit Walmart for new trends |
| Price Range | Very budget-friendly | Slightly higher but still affordable | Choose Faded Glory for tighter budgets |
| Style & Design | Classic, timeless basics | Trendier, fashion-forward styles | Faded Glory for basics, replacements for style |
| Quality | Durable but varies over time | Generally updated fabrics and designs | Consider fabric and fit differences |
| Vintage Appeal | Popular in resale for nostalgia and collectibility | Limited vintage presence as newer lines | Vintage collectors favour Faded Glory |
What Can Entrepreneurs Learn from Faded Glory’s Journey?
Faded Glory’s journey offers valuable insights for entrepreneurs and business leaders navigating brand management, market shifts, and digital transformation.
Below are what entrepreneurs can learn from the brand’s journey.
Brand Equity Outlasts Retail Presence
Even when Faded Glory was phased out from Walmart’s shelves, its established brand recognition allowed it to survive in other spaces.
Strong brand equity built over decades can create lasting consumer loyalty. Entrepreneurs should invest in building their brand’s trust and identity, as this intangible asset can open doors long after traditional channels fade.
Adaptation Over Abandonment
Instead of completely shutting down, Faded Glory chose to pivot by embracing online sales and tapping into resale markets.
This strategic flexibility allowed the brand to maintain relevance despite shifting retail strategies. Entrepreneurs should stay agile, ready to pivot distribution, marketing, or product focus to meet evolving consumer behaviours and market conditions.
Leverage Nostalgia and Heritage
Faded Glory’s vintage appeal resonates strongly with millennials and Gen Z shoppers seeking authenticity and sustainable fashion choices.
Legacy brands hold emotional value and cultural significance that can be harnessed for marketing and product development. Entrepreneurs should recognise the power of storytelling and heritage in building deeper connections with consumers.
Diversify Distribution Channels
By expanding beyond Walmart’s physical stores into e-commerce platforms and resale markets, Faded Glory extended its brand lifecycle.
Diversified sales channels reduce risk and open new revenue streams. Entrepreneurs should explore multiple avenues, online, retail partnerships, resale, and direct-to-consumer models to maximise reach and resilience.
Understand and Respond to Changing Consumer Preferences
Walmart’s decision to replace Faded Glory was driven by evolving consumer tastes favoring trendier, more fashion-forward apparel.
Entrepreneurs must keep a finger on the pulse of their target market and be willing to innovate or reposition their offerings to stay relevant.
The Power of Direct-to-Consumer (DTC) Models
Faded Glory’s shift to selling via its own website shows how cutting out intermediaries can strengthen customer relationships, control brand narrative, and improve margins.
Entrepreneurs should consider DTC channels as a vital component of their sales strategy.
Embrace Sustainability as a Growth Opportunity
Faded Glory’s resurgence in resale markets highlights the growing importance of sustainable consumption.
Businesses that align with eco-conscious trends can tap into new customer segments and enhance brand goodwill.
Conclusion
Faded Glory’s story shows the power of resilience. Though Walmart removed it from stores in 2018, the brand did not disappear, it evolved. By shifting to online sales and thriving in resale markets, Faded Glory has stayed relevant.
For entrepreneurs, there are clear lessons. Strong brand equity can outlive physical stores. Adaptability is key to surviving market changes. Leveraging heritage and broadening sales channels can breathe new life into a brand.
In a fast-changing market, Faded Glory reminds us that reinvention does not need to be loud. Quiet, strategic moves often ensure a brand’s longevity.
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FAQs About Is Faded Glory Still in Business?
When did Faded Glory go out of business?
Faded Glory was phased out from Walmart’s main stores in 2018, but it did not go out of business. It continues to operate through online sales and resale markets.
Did Walmart get rid of Faded Glory?
Yes, Walmart discontinued Faded Glory as a flagship in-store brand in 2018, replacing it with newer labels. However, the Faded Glory brand itself still exists independently and online.
When was Faded Glory discontinued?
Faded Glory was quietly phased out in 2018. While no formal public announcement marked its exit, its products were gradually replaced with newer brands across Walmart stores.
What brand replaced Faded Glory?
Walmart replaced Faded Glory with three new private-label brands: Time & Tru for women, George for men, and Wonder Nation for kids, starting in 2018.
What is the Faded Glory brand history?
The Faded Glory brand history began in 1972 as a denim label and gained prominence under Walmart’s ownership from 1995. It grew into a full-scale clothing line before being discontinued in 2018.
What happened to Faded Glory?
The brand was discontinued due to Walmart’s strategy to replace older labels with more modern fashion lines. The lack of product innovation led to reduced demand, raising questions among loyal fans.
Does Faded Glory still make jeans?
No, Faded Glory no longer makes jeans. However, vintage or secondhand pairs can still be purchased online or from resale shops.
What store sells the Faded Glory brand?
No major retailers currently stock Faded Glory as part of their active catalogue. Some clearance outlets or online sellers may still have limited stock available.
Where can I buy Faded Glory jeggings?
You can find Faded Glory jeggings on resale websites such as eBay, Poshmark, or in local thrift stores. These are usually leftover inventory or secondhand pieces.
Are Faded Glory pants still available?
You might still find Faded Glory pants through resale channels, but they are no longer in active production or sold by major retailers.
Can I still get Faded Glory men shirts and undershirts?
While no longer produced, Faded Glory men shirts and undershirts are sometimes available in thrift stores, vintage outlets, or online marketplaces.
What store sells the Faded Glory brand?
Faded Glory is primarily sold online through its official website, resale platforms like eBay and ThredUp, and select Walmart online listings. It is no longer widely available in Walmart physical stores.
