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Target has been leaning hard into festive merch this season, and shoppers have noticed the shift toward bolder graphics and nostalgic winter themes. The retailer has also been picking up steam among fans who love stores that embrace their own branding, a trend Costco helped kick off with its viral logo sweatshirts and merch drops. Target seems to be carving out its own corner of cheerful cold-weather staples that double as conversation starters. One new piece in particular has people talking because of how much it feels like something you would expect to see next to Costco’s beloved Kirkland hoodies.
The Women’s Alpine Crewneck Pullover Sweater from Universal Thread is a $30 winter piece that blends playful holiday charm with the outdoorsy look everyone is gravitating toward right now. Available in sizes XS through 4X, the sweater features a jacquard knit texture in a deep navy hue with an Alpine-inspired graphic front and center. A classic crew neckline, dropped shoulders and ribbed edges complete the design, making it an easy layer for jeans, leggings or even a festive skirt.
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Women's Alpine Crewneck Pullover Sweater - Universal Thread™ Navy Blue Dogs, $30 at Target
The details are what set it apart and help explain why shoppers immediately linked it to the kind of quirky self aware merch that Costco fans obsess over. The sweater leans into that same fun energy while still feeling wearable beyond the holiday season. It is the type of winter top that feels cozy enough for lounging but polished enough for holiday outings.
Related: Target Shoppers Say This $25 ‘Classic’ Cozy Sweater ‘Has an Expensive Feel’
Shoppers have been quick to leave feedback, and many are already treating it like a collectible. One customer warned that it runs a little short, telling other shoppers to size up. Another reviewer called themselves a huge Target fan and said they bought it the moment they saw it, adding that the fit was generous but flattering.
Other reviewers have echoed similar sentiments, noting that while the sweater can be slightly cropped or a bit itchy for some, it still wins points for warmth charm and quality. Several mentioned pairing it with an undershirt for comfort, and others highlighted that it works best when styled with high-waisted bottoms or layered under a coat.
More than one shopper on Target's website claimed they would “buy anything with the bullseye dog on it” which speaks to why this release feels so aligned with Costco’s merch moment. People love wearing a little nod to their favorite store.
This sweater is shaping up to be one of Target’s standout seasonal drops. It has the playful spirit that makes it perfect for holiday gatherings, but also the everyday comfort that encourages repeat wear. This find is quickly becoming a popular buy, especially among fans who appreciate a little personality in their cold-weather wardrobe.
Related: Target’s Cute New $35 Sweater Is Giving Ralph Lauren Vibes for Less
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