Late last week beleaguered department store retailer JCPenney announced the introduction of Stylus apparel private brand. This brand is part of an all-new styleisure apparel line that is designed to comfortably elevate the everyday. The Stylus brand is attempting to be the leader in this new fashion mindset that enables customers to dress effortlessly with both comfort and style. Not to be confused with athleisure, Stylus provides the style and comfort shoppers are craving in their multifaceted daily lives, creating a solution that reaches beyond the activewear category.

Stylus’s all-day comfort plus style versatility reflects how JCPenney customers live, whether working from home or in the office, shopping, preparing for the holiday season, or virtually getting together with friends and family. The sophisticated combination of fabric and design, woven into a variety of pieces – including cardigans, easy pants, jumpsuits and tees – can be mixed and matched to seamlessly transition for whatever the day or night may bring. Importantly, Stylus does not ask shoppers to sacrifice fashion for comfort, or vice versa, as ultra-soft fabrics offer unrestricted movement and a relaxed fit. Modern color palettes are paired together based on thoughtfully designed details – including tapered legs, curved hems, and twist-front tops. The Stylus brand allows our customers to be comfortable and look and feel put together to elevate their every day.

“We are excited to launch the Stylus brand right now and in time for the 2020 holiday season for our customers – including our All-In Shopping Enthusiast – who are looking for comfortable yet stylish pieces that fit all aspects of their lives,” said Michelle Wlazlo, EVP, chief merchandising officer. “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.”

“Everything we do is with our customers at the forefront – we want our customers to feel and know they’re represented,” Wlazlo continued. “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.”

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The Stylus brand size assortment ranges from XS to 3X, with consistent pricing from $26 to $89 across all sizes. The introduction of Stylus follows the repositioning and launch of several  JCPenney private brands in 2020, including a.n.a a new approach, and Linden Street.

As JCPenney continues implementing its Plan for Renewal transformation strategy, Stylus is the retailer’s attempt to demonstrate a continuous innovative commitment to offer compelling merchandise for today’s shoppers. The brand is now available in 363 stores nationwide and on the JCPenney app and flagship store, jcp.com, offering inclusive sizing.