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JCPenney Introduces Frye and Co. Collection

Monday was Frye day at JCPenney.

The retail chain on Sept. 12 launched its newest exclusive in-house label, Frye and Co., a Western-inspired collection of men’s and women’s apparel, footwear and handbags based on the 159-year-old Frye shoe brand.

“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 vice president and chief merchandise officer at 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.”

The apparel assortment includes six jeans ($69.50-$90), mid-rise skirts in denim or corduroy ($80), joggers, sherpa jackets, boho midi dresses, Fair Isle sweaters, shirting and other items available in sizes XS to 3X and men’s Big & Tall.

Frye and Co.’s boots are available in women’s sizes 6 to 11 and men’s sizes 7 to 13 and retail for $95-$115. Additionally, cold-weather pieces and home and tech accessories will arrive in time for holiday shopping.

All items are said to reflect Frye’s heritage of craftsmanship, quality and authenticity. The footwear and accessories are stocked in 300 JCPenney stores while apparel is in 150 doors across the country. The full Frye & Co. assortment is sold at, which is already offering price reductions of nearly 50 percent on Frye and Co. with a discount code.

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The new launch is separate from a forthcoming higher-end Frye apparel collection that Authentic Brands Group (ABG), the fashion conglomerate that acquired a majority stake in Frye in April 2017, announced earlier this month. That one will launch for Spring 2023 at department stores, specialty retailers and online and has been licensed to NYC Alliance, a vertically integrated, multichannel apparel company that already holds the exclusive apparel license in the U.S. and Canada for ABG’s Juicy Couture brand. Its denim pieces will range in price from $99 to $189.

JCPenney, which marks its 120th anniversary as a retailer this year, currently operates more than 650 stores in the U.S. and Puerto Rico.

“Frye is an authentic American brand that holds a unique position in the fashion and lifestyle landscape,” said Christina Martin Pieper, senior vice president of brand and lifestyle at 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.”