JCP debuts private label line that gives back to the community

Hope & Wonder launches for Black History Month but will expand throughout the year around holidays and key cultural events, in some cases donating 100% of net profits to an appropriate nonprofit group.
Dan Ochwat
Executive Editor
Dan Ochwat profile picture

JCPenney has launched a purpose-driven own brand called Hope & Wonder, a private label apparel line designed to enable families to celebrate holidays and cultural moments together and kicks-off with a Black History Month collection where 100% of net proceeds go to Black Girls Smile.

kids in red sweatshirts

Beyond the Black History Month collection, Hope & Wonder will continue to update clothing, accessories, gifts, home, and health and beauty items that fit the holidays like Valentine’s Day, St. Patrick’s Day, Easter, July 4th, Halloween, Christmas, Hanukkah and more. Clothing will also celebrate moments like PRIDE, Juneteenth and Hispanic Heritage Month where 100% of net profits will be donated to a nonprofit partner.

The Black History Month collection is helping to fund Black Girls Smile, a nonprofit that takes a cross-sector approach to Black wellness by providing young Black women with education, resources and support to lead mentally healthy lives. The collection features designs from the Creative Coalition, an internal team of BIPOC designers, and a winning student design from JCPenney’s Young, Gifted, and Black Design Challenge.

The Hope & Wonder assortment joins other community-positive rollouts like its fully inclusive JCPenney Beauty shop-in-shop experience featuring products by Black and Brown founders with Thirteen Lune, a long-term charitable partnership with Muhammad Ali Enterprises, and the Thereabouts line for kids that celebrates diversity of shapes, sizes, styles, and abilities.

The Texas-based chain, bouncing back from a bankruptcy and restructuring, has been embarking on a major refresh of its private brand strategy, with just last year seeing more than a dozen new or refreshed store brands hit the store. Store Brands spoke with Michelle Wlazlo, EVP, chief merchandising officer, JCPenney, about the new strategy.

The debut Hope & Wonder items for Black History Month mark the first time JCPenney created and curated in-house via its JCPenney’s Creative Coalition, an internal team of BIPOC designers. Inspired by the national Black History Month 2022 theme of Black Health and Wellness, the JCPenney Creative Coalition produced fashion and home accessories to complement three design themes — Mind, Body, Soul; Black History Pride; and Brilliantly Black & Black Girl Magic. Items range from inclusive size sweatshirts, T-shirts, hats, and baby onesies to home accessories like mugs, notebooks, and planners. The collection is available online and inside its more than 650 stores nationwide.

“We are honored to introduce JCPenney’s 2022 Black History Month collection authentically created in house by our very own BIPOC design team — a first of its kind for the Company,” said Harris. “I am proud to lead a talented group of empowered designers who are passionate about making a difference in people’s lives.”

“With JCPenney’s strong legacy in diversity, inclusivity, and equity, we’re proud to introduce the Hope & Wonder brand to help families celebrate and give back to important causes and organizations throughout the year,” said Val Harris, senior vice president, design, brand management, and trend, JCPenney.