Home JCPenney Launches Festive Hope & Wonder Brand
January 14, 2022
JCPenney Launches Festive Hope & Wonder Brand
Posted In: Retail Articles


In a celebratory initiative, JCPenney is introducing Hope & Wonder, a private label brand that crosses multiple categories including apparel, gifts, accessories and home products to commemorate important occasions all year long.

JCPenney is launching the exclusive brand with a focus on Black History month and will continue with goods to help consumers celebrate Valentine’s Day, St. Patrick’s Day, Easter, Independence Day, Halloween, Hanukkah and Christmas while also honoring cultural observances such as, in addition to Black History Month, PRIDE, Juneteenth, and Hispanic Heritage Month with philanthropy-driven capsule collections in support of nonprofit partners.

The retailer characterizes Hope & Wonder as its initiative to positively impact families and communities. The initiative follows on the development of purpose-driven product offerings and programs including the fully inclusive JCPenney Beauty shop-in-shop experience, the retailer maintained, which features products by Thirteen Lune, a long-term charitable partnership with Muhammad Ali Enterprises and the Thereabouts line for kids, one that celebrates the diversity of shapes, sizes, styles and abilities.

JCPenney’s Creative Coalition, an internal team of BIPOC designers, created and curated The Hope & Wonder Black History Month collection. Inspired by the National Black History Month 2022 theme of Black Health and Wellness, the Creative Coalition produced fashion and home accessories to complement three design themes: Mind, Body, Soul, Black History Pride and Brilliantly Black & Black Girl Magic. Products in the Black History Month collection range from sweatshirts, t-shirts, hats and baby onesies to home accessories such as mugs to notebooks and planners. Consumers can purchase Black History Month merchandise now in JCPenney stores and on jcp.com/m/black-excellence.

“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, JCPenney senior vp, design, brand management and trend.

In addition to its other efforts, JCPenney is partnering with 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. In addition to donating all net profits from the Hope & Wonder brand’s Black History Month collection to Black Girls Smile, the retailer will work with BGS in hosting a series of events and activities throughout the year in stores and local communities.

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