JCPenney Launches Exclusive Baby Apparel Line with PROUDLY, Co-Founded by Gabrielle Union and Dwyane Wade

Photo Credit: J.C. Penny

PLANO, Texas, May 16, 2025 (FASHION BEAUTY SCENE) — Retail company JCPenney has announced an exclusive partnership with PROUDLY, the baby care brand co-founded by Gabrielle Union and Dwyane Wade, to launch a new baby apparel collection available only through JCPenney.

The apparel line includes two-piece sets, footed sleepers, onesies, hooded towels, turbans, rompers, and beanie sets, all made with hypoallergenic fabrics. The collection is designed to prioritize comfort, affordability, and inclusivity, and is now available at www.jcpenney.com and in stores.

"We wanted PROUDLY’s first step into apparel to be with a partner who truly understands our vision – and JCPenney does. 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," said Gabrielle Union, Co-Founder of 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. 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," said Chris Phillips, Senior Vice President, General Merchandise Manager at JCPenney.

The launch builds on JCPenney’s existing relationship with Union and Wade, who also offer the Flawless by Gabrielle Union beauty line and the SimStyled salon experience through the retailer.

For more information, visit www.jcpenney.com.

Source: JCPenney