- Robyn Turk
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JCPenney has announced the launch of a new private label brand,
shortly after the retailer was acquired by Brookfiled and Simon.
Called Stylus, JCPenney’s new apparel brand is described as
“styleisure,” designed to comfortably elevate everyday style. The
department store chain said in a press release that styleisure is
different from athleisure as it brings comfort into styles fit for
multifaceted daily lives, allowing for a solution that reaches beyond
activewear.
“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,” Michelle Wlazlo, EVP, chief
merchandising officer, of JCPenney, commented. “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.”
Stylus features womenswear including cardigans, easy pants,
jumpsuits and T-shirts, all designed to mix and match seamlessly for
versatility and comfort. All pieces are created using ultra-soft
fabrics for unrestricted movement and a relaxed fit.
The brand’s assortment ranges in size from XS to 3X, with pricing
between 26 and 89 dollars.
