JCP debuts private label line that gives back to the community
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.
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.