JCPenney's Hope & Wonder Profits From Black History Month Collection to Benefit Charity
Department retailer JCPenney is celebrating one year of its Hope & Wonder private label apparel brand, and is continuing its support of the Black Girls Smile nonprofit for the upcoming Black History Month.
The purpose-driven brand of apparel, gifts, accessories and home products was designed to “celebrate cultural moments,” with collections for Black History Month, Pride Month, Juneteenth and Hispanic Heritage Month.
In 2022, Hope & Wonder debuted with the launch of its Black History Month collection and donated $100,000 to Black Girls Smile, a nonprofit that works to provide Black women and girls with education, resources and support. JCPenney is celebrating one year of the brand by donating 100% of net profits from this year’s Black History Month collection to the group.
“Hope & Wonder celebrates diversity and showcases a range of apparel and accessories for the entire family,” said Michelle Wlazlo, JCPenney’s chief merchandising officer. “This brand continues to build on our ongoing commitment to inclusivity and appreciation for our diverse customers and associates.”
The Hope & Wonder Black History Month collection was born out of the retailer’s Creative Coalition, an ensemble of BIPOC designers. The retailer says that the brand will offer collections to honor Women’s History Month in March and Asian American and Pacific Islander Heritage Month in May.
“JCPenney continues to pull inspiration from not only our customers’ wants and needs, but from our dedicated associates and their families,” said Andre Joyner, JCPenney’s chief human resources officer. “We believe in honoring Black History Month and other cultural moments that resonate deeply with our associates and are committed to making a positive impact within the lives of diverse American families.”
JCPenney operates more than 650 stores in the U.S. and Puerto Rico. The company celebrated 120 years in business in 2022.