JCPenney has launched a new lifestyle collection inspired by 159-year-old bootmaker and western apparel brand Frye. The full Frye and Co. men’s and women’s collection is available at JCPenney.com, while footwear and accessories will be sold in 300 of JCPenney’s stores. The apparel can be found at 150 of the retailer’s U.S. locations.
As the retailer aims to become more inclusive overall, JCPenney released boots, bags and apparel in an array of sizes up to a women’s 3X and men’s big and tall options for its first Frye and Co. collection. In addition to its sherpa jackets, boho midi dresses, Fair Isle sweaters, shirting and pants, JCPenney will add cold-weather pieces, home and tech accessories to the Frye and Co. collection in late fall 2022.
This venture with Frye is taking place as the 120-year-old JCPenney celebrates its anniversary with a media campaign featuring SNL comedian Melissa Villaseñor. Additionally, a “Shopping is Back!” tour that featured block party-style events in different cities began in May and wrapped up last month.
“We’re pleased to bring the exclusive Frye and Co. collection to our customers and offer the timeless, iconic style that Frye is known for,” said Michelle Wlazlo, EVP and Chief Merchandise Officer at JCPenney in a statement. “JCPenney strives to celebrate and serve America’s diverse, working families by providing accessible style for everyone, and we’re excited to partner with a brand whose history and values align with our own.”
JCPenney has been in the process of a rebranding campaign since its 2020 sale to Brookfield Asset Management and Simon Property Group (SPG). In March 2021, SPG entered into a deal with Frye parent company Authentic Brands Group (ABG) to add products from certain ABG brands to JCPenney’s roster.