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Plano-based JCPenney unfurls new line of clothes for outdoorsy guys

Plano-based JCPenney unfurls new line of clothes for outdoorsy guys

JCPenney
The ensemble takes you from your rugged outdoor activities to indoorsy events. Photo courtesy of JCP

Plano-based department store chain JCPenney has a new collection of clothes for guys that's outdoorsy but indoors-y too.

Called St. John's Bay Outdoor, it includes rugged shirts, jackets, and pants that are versatile enough to wear for outdoor adventures as well as a stylish night out.

So for all you lumberjacks, geologists, environmentalists, brick layers, landscapers, and park rangers, it's a total day-into-night kind of deal. You come in from the field or construction site, dust off the limestone, and head straight for happy hour with friends, confident in the knowledge that your ensemble works wherever you go. At least, that's the idea.

The collection launches in approximately 600 stores and on its jcp.com site beginning September 12.

According to a release, this is a new category that builds on the strength of JCP's private St. John's Bay brand and was designed in-house. JCPenney's chief merchant Michelle Wlazlo says the company hopes to crack into the lucrative outdoor recreation industry.

"As America spends more time outdoors, JCPenney is launching an entirely new outdoor category for men that delivers what he wants and what aligns with his lifestyle," Wlazlo says. "With this expansion, JCPenney is taking part in the nearly $900 billion outdoor recreation industry by offering functional, durable apparel with our customer expectations at the core, all at an incredible value."

The line includes sweaters, jackets, vests, graphic tees, and woven shirts, priced from $12 to $45.

Shirt jackets are reimagined with options including flannel lining, Sherpa-lined washed cotton, and diamond-quilted soft jersey. Outerwear includes waterproof seam-sealed rain jackets and quilted puffer vests.

Secret new outdoor shop
JCPenney is also launching an Outdoor Shop in 100 select stores on October 4, featuring the new St. John's Bay Outdoor line, along with three other lines: American Threads, The American Outdoorsman, and HI-TEC:

  • American Threads will be exclusive to JCPenney this fall. Designed in the U.S., the brand draws inspiration from classic denim and workwear. The assortment will include quilted vests, sweaters, and jackets.
  • The American Outdoorsman includes knits, hoodies, vests, jackets, and pants, built for the casual adventurer, with features such as waterproof pockets, moisture-wicking fabric, sun protection, and quick dry for temperature regulation.
  • HI-TEC includes shirts, pants, fleeces, vests, and outwear they say are suitable for "both the office and the trail," with lots of all-caps technology features such as DRI-TEC QUICK-DRI and DRI-TEC WATERPROOF. Someone needs to show these guys how to toggle the caps lock key.

These Outdoor Shops will be little mini-shops inside the men's department, approximately 800 square feet with bold graphics and mannequins that inspire adventure and exploration of the great outdoors.

Unfortunately, JCPenney will not divulge where these 100 stores are. "We will not be sharing a list of stores with the Outdoor Shop," a spokesperson said. Boo.