Wal-Mart's private denim-driven lifestyle brand, Faded Glory, has dipped its toes in consumer marketing waters with the launch of a colourful new website. The move comes at a time when denim has re-emerged as a fashion must-have and competition hots up among basic and fashion jeans brands. Last year, Faded Glory rated as the No. 1 brand of women's jeans in unit and dollar sales within the mass channel for the second year in a row, according to NPD Group, NY.