JCPenney and Proudly Co-Founders Gabrielle Union and Dwyane Wade Launch Exclusive Baby Apparel Line
JCPenney has teamed up with Gabrielle Union and Dwyane Wade, co-founders of baby care brand Proudly, to launch an exclusive baby apparel collection. This marks Proudly’s debut in the baby clothing market, offering a line of high-quality, hypoallergenic garments designed with both style and practicality in mind. The collaboration reflects the shared commitment of both brands to representation, comfort, and accessibility for all families.
The collection features essential babywear items such as footed sleepers, onesies, and two-piece sets in four soft colorways, along with hooded towels, rompers, turbans, and beanie sets in two coordinated color options. Each piece is made from baby-friendly fabrics and showcases modern hues and playful animal prints. In addition to clothing, curated baby care gift sets from Proudly will also be available at JCPenney.
This launch deepens JCPenney’s relationship with Union and Wade, whose other ventures — including the Flawless by Gabrielle Union beauty line and the SimStyled salon experience — are also part of the retailer’s exclusive offerings. Available both in stores and online nationwide, the new Proudly baby apparel line underlines JCPenney’s mission to offer stylish, affordable, and inclusive family-oriented products.
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