JCPenney launches own brand leisure apparel for women

Dan Ochwat
Executive Editor
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The private brand athleisure trend continues to heat up as JCPenney just launched its own take on comfortable leisure-like apparel.

Target kicked things off in early 2020 with its All in Motion line that includes some athleisure looks, and Kohl’s just introduced its brand FLX last month. 

For JCPenney, the new own brand is called Stylus and is being billed as a “Styleisure” line of comfortable clothes for women. The company said it’s not an athleisure line, saying it goes beyond activewear to focus more on stylish clothing that can be worn all day in-home or at an office. However, the focus is on leisure, a trend no doubt spurred by more Americans working from home during the pandemic.

Stylus includes cardigans, easy pants, jumpsuits and tees, that can be mixed and matched. The clothes are launching in time for holiday shopping and available in 394 stores and online. 

“We began developing the concept of our styleisure line, which is exclusive to JCPenney, nearly a year ago to fill this unmet need as customers dress for their day. The Stylus collection is a curated array of neutrals that make it easy to layer and swap pieces for a virtually endless combination of looks, representing true modern comfort and style,” said Michelle Wlazlo, executive vice president, chief merchandising officer, JCPenney. 

Walmart also recently launched its Free Assembly line of apparel, meant to be a mix-and-match assortment of items for more flexibility in a customer’s wardrobe. The Stylus brand prices from $26-$89 across all sizes.

“Everything we do is with our customers at the forefront — we want our customers to feel and know they’re represented, Wlazlo said. “Our inclusive sizing is a philosophy, not an afterthought. Size should never be a deterrent to style or the ability to feel empowered, confident and comfortable.”

JCPenney, Plano, Texas, is continuing to implement a transformation strategy, and Stylus joins recent own brand launches such as a refresh of the a.n.a brand and Linden Street bedding.