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06/07/2021

JCP styles Stylus for men

The women’s apparel owned brand has been extended into a men’s line of athleisure items, adding to the retailer’s barrage of private brands to hit stores in the last six months.
Dan Ochwat
Executive Editor
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JCPenney has introduced men’s clothing and footwear under its new Stylus brand, originally launched as a women’s athleisure line last November.

The retailer won’t slow down in store brands, having just launched the luxury women’s line Ryegrass two weeks ago, which marked the fifth new apparel owned brand in the last six months. Other recent launches include a swimwear collection of three brands Mynah, Decree, and Sonnet Shore, the Xersion athletic line and two home goods brands in Loom + Forge and Linden Street.

The Stylus men’s apparel and accessories items include T-shirts, polos, jogger pants, chinos, hoodies, bomber jackets, and shoes that aim to give men an option that’s equal parts style and comfort. JCP calls it “styleisure.” The items are available exclusively at the 551 or the retailer’s 672 stores and online.

shoes on a table

“As our customers begin to establish new routines for work and life, the all-day versatility of the Stylus collection delivers on comfort without sacrificing style,” said Michelle Wlazlo, executive vice president and chief merchandising officer. “Quality fabrics, thoughtful design, and modern fits make for effortless dressing from dawn to dusk.” 

The clothing includes ultra-soft fabrics made with pima cotton yarn, wrinkle-resistant and anti-pilling technology. The men’s Stylus line is sized for all guys with fits ranging from S to 5XLT. Following the Xersion activewear relaunch earlier this year, the Stylus line is the next step in redefining the private brand assortment in the men’s portfolio, the retailer said, adding that more private brands are coming.

The athleisure trend has been a popular one, ideally in the wake of more work-from-home customers during the pandemic. Target has All in Motion, Dick’s Sporting Goods launched VRST, and Kohl’s introduced FLX.