JCPenney is featuring a limited-edition assortment of apparel items from designers identifying as members of the LGBTQ+ community.
In recognition of LGBTQ+ Pride Month this June, the department store retailer is releasing its third annual Hope & Wonder Pride Month Collection. Net profits from the assortment will benefit the non-profit Point Foundation, the nation’s largest scholarship-granting organization for LGBTQ students in postsecondary education.
The 2024 collection’s theme is "Standing with Pride," which served as inspiration for the designs developed by JCPenney’s Creative Coalition, a cross-functional team of diverse designers who identify as members of the LGBTQ+ community and are featured in the photoshoot for the collection with members of the Pride business resource team (BRT), an internal group dedicated to creating a more inclusive workplace, and Point Foundation alumni.
Funds donated by JCPenney will support Point Foundation’s Community College Scholarship program. To date, JCPenney has funded 20 community college students throughout the United States.
Hope & Wonder is JCPenney’s private label brand that celebrates cultural observances throughout the year, including Black History Month, Women’s History Month, Asian American and Pacific Islander Heritage Month, Pride Month, Juneteenth, and Hispanic Heritage Month.
In addition to corporate contributions, all net profits from Hope & Wonder sales are donated to nonprofits selected by JCPenney associates. Since Hope & Wonder launched in 2022, JCPenney has invested more than $1 million in Hope & Wonder partnerships.
Hope & Wonder brand campaigns include JCPenney associates, community leaders, and members of the JCPenney Creative Coalition.
JCPenney, which emerged from bankruptcy in late 2020 under new owners Brookfield Asset Management and Simon Property Group, currently operates 650-plus stores across the U.S. and Puerto Rico.