JC Penney to Bow New Tween Brand

Just in time for the back-to-school shopping season, J.C. Penney Company is launching Uproar, an edgy and affordable line catering to the particular needs of the 9- to 13-year-old tween set. The private girls’ and boys’ brand will be available in JC Penney stores and on jcp.com starting July 20.

Uproar keys in on parents’ and tweens’ demand for trendy and comfortable mix-and-match pieces that can be layered. Styles are age- and school-appropriate as well as budget-friendly. Silhouettes include fashion tunics, studded and graphic tees, military-style sweaters, motorcross jackets, leggings and jeggings. The denim assortment spans from skinny jeans to boot-cut styles embellished with deconstructed and rip and repair details, chunky stitching and foil, zippers and leather patch accents. Retail prices will range from $17 for T-shirts to $36.99 for a jacket or jeans.

The launch of Uproar is part of JC Penney’s recently revealed five-year plan to reinvent itself as a true destination for stylish, affordable fashions. The addition of more private-label brands is one of its major initiatives. Visit www.jcpenney.com.