DALLAS, Mar 30, 2006 / FW/ --- Wal-Mart rolls on to become a fashion destination as the retailing giant launches the new Exsto menswear line geared towards 18-35 years old this summer

With styles that are fashion-forward and in demand by today's young men, Exsto features innovative designs that give them the freedom to express their individuality and style at affordable prices. Initially including T-shirts, polo shirts, knit shirts, denim and jackets, the line will be augmented with outerwear and hats this fall.

The Exsto brand will be available in 300 select Wal-Mart stores in July.

Earlier this month, the Associated Press reported that Wal-Mart is in talks with Designers Management Agency, the company that represents edgy designers like Alice Roi and Derek Lam.

Speculations among the fashion circle say that it is perhaps Wal-Mart’s answer to Target’s launch of the Luella Bartley line last February. Though even before that, Wal-Mart has already promised customers and shareholders to deliver a comprehensive apparel strategy program on a national scale.

Exsto joins the growing portfolio of Wal-Mart’s trend-right exclusive brands that includes Metro 7 missy apparel line that is now soon be offered at 860 stores, up from the current 500 stores.

Serious about being a destination for affordable fashion, Wal-Mart also announced that is opening a New York trend office responsible for identifying fashion trends emerging around the world and integrating them into Wal-Mart’s range of apparel brands.

"As we continue to match our brands to the style preferences and needs of our customer, we will address gaps in our brand geography," said Andy Barron, Wal-Mart's senior vice president and general merchandise manager of men's apparel in a statement.

"With the addition of Exsto, we can better serve a distinct segment of our customer base by offering a true young men's brand with a sense of urban flair. Exsto mirrors the design and quality of urban brands offered in department stores at the excellent value customers expect from Wal-Mart," he added

Prices for the first collections range from $10-$12 for T-shirts and $15- $17 for polo shirts to denim for $20-$24 and jackets for $23-$40.