JCPenney Celebrates Hispanic Heritage

Hispanic and Latinx communities make up more than 20% of JCPenney’s customer base. At JCPenney, our goal is to celebrate and serve you, America’s diverse working families. This Hispanic Heritage Month, we showed our support, appreciation and dedication in a number of ways.

Limited-edition Hope & Wonder: Hispanic Heritage Month collection

In August, JCPenney launched its limited-edition Hope & Wonder collection for Hispanic Heritage Month, featuring a variety of graphic T-shirts, designed in-house by JCPenney’s Creative Coalition team. JCPenney will donate 100% of the net profits to Latinitas, a nonprofit that inspires young Latina girls to explore their skills in media and technology, as our way to help make an impact in underserved communities. You can still shop the Hope & Wonder Hispanic Heritage Month unisex collection for the entire family here.

JCPenney’s partnership with Latinitas

To celebrate our partnership with Austin-based Latinitas, JCPenney in Round Rock, TX, hosted several members of the Latinitas program, known as “Latinitas Chicas” and their families, JCPenney associates and the Creative Coalition design team during the launch of Hope & Wonder: Hispanic Heritage Month.

The partnership was featured in the lifestyle segment “We Are Austin” for CBS Austin. Click here to see the full clip!

JCPenney Recognized as a Top Company for Latinas

JCPenney was named one of the best companies for Latinas to work for by LATINA Style for the seventh consecutive year. Our inclusion on this list as we celebrate Hispanic Heritage Month is a meaningful recognition of the continued commitments we’ve made to create an inclusive experience and culture. We believe we are a better company because of the talented people working together.

Hispanic Heritage Month Beauty Founders Series with JCPenney Beauty

JCPenney Beauty celebrates its diverse customers by making inclusive beauty products accessible in a one-stop destination, designed to inspire the discovery of new, and tried-and-true brands that resonate with people of all colors. During Hispanic Heritage Month, JCPenney Beauty highlighted eight Latinx founders as they discussed topics related to the beauty industry and shared their favorite products available from JCPenney Beauty.

Click here to watch all of the series on YouTube or  Facebook.

Supporting our Puerto Rico and Florida associates

In late September and early October Hurricane Fiona and Hurricane Ian devastated communities in Puerto Rico and Florida, respectively. The storm caused damage to countless associates’ homes and several of our stores and will take months to rebuild.

At JCPenney, we are family and always step up to care for associates in need.

In 2022, JCPenney made a $200,000 donation to our Golden Rule Relief Fund (GRRF), providing emergency relief to team members experiencing financial hardships beyond their control.

Since end of September, JCPenney has given over $250,000 to support our associates in Puerto Rico and Florida through our special Golden Rule Relief Fund, Immediate Response Program, which provides emergency funds for those associates and their families in need.

To learn more about JCPenney or how you can join our team, click here.