JCPenney launches Western-themed apparel & footwear line

Dan Berthiaume
Senior Editor, Technology
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JCPenney has a new private label brand.

JCPenney is turning to a classic American apparel, footwear and handbag brand for its latest private label offering.

The department store retailer is launching Frye and Co., a western American collection it says “draws inspiration” from U.S. shoes, boots and leather accessories brand Frye, which has been in business since 1863. The new national, private label line features products for men and women.

Boots are available in women’s sizes 6 – 11 and men’s sizes 7 – 13. The assortment also includes sherpa jackets, boho midi dresses, fair isle sweaters, shirting, pants and more available in sizes XS – 3X and men’s gig & tall. In addition, cold-weather pieces, home and technology accessories will be released in late fall 2022, timed for the holiday shopping season.

“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, executive VP and chief merchandise officer, JCPenney. “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.”

 “Frye is an authentic American brand that holds a unique position in the fashion and lifestyle landscape,” said Christina Martin Pieper, senior VP of brand, lifestyle at licensing firm ABG. “We are excited to expand the brand’s reach with the launch of Frye and Co. at JCPenney and to unveil new, distinctive product offerings inspired by the brand’s rich heritage.”

JCPenney customers can now shop Frye & Co. footwear and accessories in 300 stores and apparel in 150 stores across the country. The full Frye & Co. assortment is available on the JCPenney e-commerce site.

JCPenney expands private label portfolio
JCPenney has been taking steps to increase its private label presence in 2022. In May, the retailer, which began officially observing Juneteenth in 2020, launched a new Juneteenth collection from its diversity-focused private label brand Hope and Wonder. The retailer will donate 100% of net profits from the Juneteenth collection to support Opal's Walk for Freedom, presented by Unity Unlimited.

And in February, the company launched its first men’s denim-inspired lifestyle collection, called Mutual Weave. The brand, designed and developed by the in-house Penney’s team, was initially made available in 600 Penney stores, with plans to expand chain-wide this year. It’s also available on

Items in the Mutual Weave collection are made of sturdy construction and durable, quality materials, with denim that feels—but never looks—lived-in and vintage-inspired washes, according to Penney. The line includes denim jeans, tees, button-downs, knits, casual jackets and shoes. Sizing is inclusive, from XS-5XLT. 

The Mutual Weave brand adds to J.C. Penney’s collection of brands designed with inclusivity in mind, including J. Ferrar, Stafford and St. John’s Bay and Arizona.

Based in Plano, Texas, JCPenney operates more than 650 stores in the U.S. and Puerto Rico.