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JCPenney Takes Heritage Route for New Men’s Denim Brand

Durable, sturdy, and timeless are how JCPenney describes its new private-label brand Mutual Weave.

Rooted in denim and workwear-inspired tops and outerwear, the men’s brand offers jeans, tees, button-down shirts, knits and casual jackets in sizes XS-5XLT, including adaptive styles.

“Customers turn to JCPenney and our collection of private brands for great quality and value to meet their varied needs, from business formal suiting to workout clothes,” said Michelle Wlazlo, JCPenney executive vice president and chief merchandising officer. “We introduced the Mutual Weave brand to meet men’s expectations for well-made casualwear crafted for every day and any adventure.”

The brand’s jeans assortment centers on six fits with stretch: taper, skinny, relaxed, slim, straight and athletic. Washes span rinse and black, to medium and light indigo and washed black. A yellow-tinted indigo style is also available, underscoring the Mutual Weave’s vintage aesthetic.

Denim chore jackets, Trucker jackets and shirting are merchandised with heritage and cabincore-inspired men’s wear staples like washed twill jackets, plaid woven shirts, striped tees, Henleys, hoodies and crewneck sweatshirts. The collection also offers footwear. Faux-leather chukka boots, moccasins, low-top and high-top sneakers with color contrasting outsoles are among the wardrobe-building silhouettes.

JCPenney Takes Heritage Route for New Men's Denim Brand
Mutual Weave Courtesy

Mutual Weave is available now in 600 JCPenney locations and on the retailer’s website. The apparel range retails for $20-$60, with jeans retailing for $54. Footwear retails for $75-$85.

Private labels are a source of newness for JCPenney. The retailer introduced Hope & Wonder earlier in January in an effort to give back to diverse communities. The brand launched with apparel, gifts, accessories and home goods commemorating Valentine’s Day, St. Patrick’s Day, Easter, Independence Day, Halloween, Hanukkah, and Christmas, as well as Pride, Juneteenth, and Hispanic Heritage Month. JCPenney will give back 100 percent of the label’s net profits to relevant non-profit partners in honor of holiday or cultural observance.

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Exclusive labels are part of JCPenney’s strategy to regain its footing in the marketplace since emerging from bankruptcy at the end of 2020.

In 2021, the retailer introduced Ryegrass, a size-inclusive women’s range of stretch denim, faux-suede jackets and vintage-inspired dresses and blouses. JCPenney’s Loom + Forge brand offers minimalist home goods including bedding and bath products made with Oeko-Tex certified materials, and Stylus, a line of “styleisure” apparel, serves the elevated loungewear niche.