JCPenney Welcomes PROUDLY’s Baby Apparel Collection from Power Couple Gabrielle Union and Dwyane Wade

Big fashion for the little ones has arrived. JCPenney is teaming up with award-winning actress, NBA Hall of Famer and entrepreneurial co-founders Gabrielle Union and Dwyane Wade to launch an exclusive baby apparel line from PROUDLY. Best known for their trusted baby care products designed to center the needs of diverse families, PROUDLY is now expanding into apparel with high-quality, thoughtfully crafted pieces made with every child – and every parent – in mind.

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For too long, parents have had to choose between affordability and style. Enter PROUDLY: a vibrant, thoughtfully designed collection that celebrates every baby, every milestone, every moment – at prices that feel almost too good to be true. Launching today, exclusively at JCPenney, PROUDLY delivers joyful, inclusive and irresistibly stylish essentials designed to embrace the real (and messy) magic of parenthood.

“We wanted PROUDLY’s first step into apparel to be with a partner who truly understands our vision – and JCPenney does,” said Gabrielle Union. “It’s about representation, quality and celebrating all families. We aim to provide parents options they can trust and feel good about, ensuring every child, regardless of their background, has access to something special.”

The exclusive line features adorable, yet practical essentials that every parent will love, including two-piece sets, cozy footed sleepers, breathable onesies in four soothing colorways, super-soft hooded towels, turbans, sleeveless rompers and playful two-piece beanie sets in two coordinating color combinations – all made from hypoallergenic, baby-friendly fabrics with comfort and style stitched into every detail. (Yes, even tiny real pockets!) A soft, modern color palette and whimsical watercolor safari animal prints add a gentle, imaginative touch to the collection, making each piece as delightful to look at as it is to wear. JCPenney will also feature curated baby care gift sets – perfect for baby showers, new arrivals or everyday essentials.

"At JCPenney, we believe that every parent deserves access to stylish and high-quality baby apparel that reflects their love and commitment to their little ones,” said JCPenney Senior Vice President, General Merchandise Manager, Chris Phillips. “The PROUDLY collection offers not only beautiful designs but also prioritizes comfort and affordability, ensuring that families can celebrate every cherished moment together without compromise."

The PROUDLY baby apparel line is yet another testament to the retailer’s relationship with the iconic couple as it joins the portfolio of Flawless by Gabrielle Union and the SimStyled salon experience – all available at JCPenney.

JCPenney's strong reputation for quality, inclusive design and commitment to making fashion accessible to all perfectly aligns with PROUDLY's mission to deliver the finest for babies. Building on the brand’s established leadership in baby care, which includes diverse skincare and haircare offerings, PROUDLY marks an exciting new chapter. This collection embodies the retailer’s successful new campaign - Yes, JCPenney! - where high-quality fashion and unbeatable value speak for themselves.

When asked where their baby’s clothes are from, parents can now proudly say, “Yes, JCPenney!”

For further information about PROUDLY and JCPenney’s partnership, please visit www.jcpenney.com or contact your local JCPenney.

About JCPenney

JCPenney, part of Catalyst Brands, is the shopping destination for America’s diverse, working families. With inclusivity at its core, the Company’s product assortment meets customers’ everyday needs and helps them commemorate every special occasion with style, quality and value. JCPenney offers a broad portfolio of fashion, apparel, home, beauty and jewelry from national and private brands and provides personal services including salon, portrait and optical. The Company and its 50,000 associates worldwide serve customers where, when and how they want to shop – from jcp.com to more than 650 stores in the U.S. and Puerto Rico.

In 2022, JCPenney celebrated 120 years as an iconic American brand by continuing its legacy of connecting with customers through shopping and community engagement. Please visit JCPenney’s Newsroom to learn more and follow JCPenney on Facebook, Instagram, and Twitter.

About PROUDLY

PROUDLY is on a mission to center the needs of today’s richly diverse families. The company’s skin, hair, and bum care are designed to meet the needs of our littlest loves with moisture-rich goodness, gentle formulas, and “No Sketchy Stuff.” PROUDLY was co-founded by Gabrielle Union and Dwyane Wade in partnership with A-Frame Brands, and is proud to be Black-owned and run by a diverse group of professionals and parents.

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