Department store chain JCPenney has partnered with the co-founders of baby care brand Proudly, award-winning actress, NBA Hall of Famer, and entrepreneurs Gabrielle Union, and Dwyane Wade, to create an exclusive line of baby apparel.
Marking Proudly's first foray into baby apparel, the collection features high-quality, thoughtfully designed clothing made with both the baby's and parents' needs in mind.
"We wanted Proudly's first step into apparel to be with a partner who truly understands our vision – and JCPenney does," said Gabrielle Union, co-founder of Proudly, in a statement. "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."
Exclusively launching at JCPenney, the collection includes practical essentials such as footed sleepers, two-piece sets, and onesies in four colorways, next to other items like hooded towels, rompers, turbans, and two-piece beanie sets in two color combinations.
All items in the collection are made from hypoallergenic, baby-friendly fabrics that come in a soft, contemporary color range and playful animal prints. In addition to the collection launch, JCPenney will also feature curated baby care gift sets from Proudly.
"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 Chris Phillips, JCPenney's senior vice president, general merchandise manager, in a statement. "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 builds on JCPenney's existing relationship with the couple, sitting alongside the Flawless by Gabrielle Union collection and the SimStyled salon experience, both available at JCPenney. The exclusive Proudly baby apparel collection is now available online and in stores at JCPenney's across the country.