And Now This from Macy’s, retailer intros store brand apparel

The collection of men’s and women’s clothes aim to be expressive but built for any occasion.
Dan Ochwat
Executive Editor
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Department store Macy’s has introduced a men’s and women’s private brand of apparel — And Now This.

The clothing is described as ready-to-wear fashion for a contemporary dresser, mixing basics with a sophisticated style that can be worn for any occasion and moment of the day.

While it includes some athleisure wear, the line mostly contributes to the trend of consumers looking for clothing that suits them for work and life, but also enables them to express themselves creatively.

In the last week retailer JCPenney introduced a new children’s line for back-to-school, adding to its barrage of private brand clothing lines to launch this year, including for men, women and within athleisure. Kohl’s launched FLX, Walmart launched Free Assembly, and Dick's Sporting Goods launched VRST, for some other notable new private brand apparel lines.

Items in the And Now This collection include ribbed dresses, tanks, bodysuits, casual dresses, outerwear, athleisure items and denim for women. Basic T-shirts, henleys, button-down shirts, jogger sets, outerwear and denim are included in clothing for men.

Macy’s said the clothes are built for transitional months from to summer to fall and there are a range of colorways for quiet dresses to more expressive dressers.

“And Now This features elevated essentials for contemporary shoppers looking to dress around trends and confidently express themselves through fashion,” said Durand Guion, vice president, Macy’s Fashion Office.

 The clothing is available at and select stores. Macy’s, New York, operates more than 700 stores.

Locations in New York, Chicago and Fort Lauderdale, Fla., will be hosting events to celebrate the launch of the apparel.

  • New York City – The store will have a And Now This food truck with frozen treats and shoppable items from the collection. Herald Square on July 24 from 12 p.m. – 2 p.m. EST; Washington Square Park from 2:30 p.m. – 4 p.m. EST; and Madison Square Park from 4:30 p.m. – 6 p.m. EST.
  • Chicago – The location on State Street will have an interactive experience as models highlight the line’s versatility inside the iconic windows. Sunday, July 25 from 2 p.m. – 4 p.m. CST.
  • Fort Lauderdale – The South Florida fashion truck will be at the Fort Lauderdale Art Walk on Saturday, July 31 from 6 p.m. – 10 p.m. EST showing the new line.