JCPenney's ‘The WorkShop’ collection honors first responders

US department store chain JCPenney seeks to commemorate first responders' resilience and bravery ahead of National First Responders on October 28 through the launch of a special curated collection.

Named The WorkShop, the collection features a broad assortment of JCPenney’s highest-rated and most durable products for men and women from brands such as CAT, Dickie’s, and Berne, next to its own branded collections.

Katie Mullen, chief customer officer at JCPenney, said in a statement: We recognize the essential role first responders play in our communities – from extinguishing fires to being first on the scene of an accident, they make every moment count to protect and support the communities they serve.”

“At JCPenney, we strive to do the same and offer our customers the attention, value, choice, and shopping experience they deserve in a way no other retailer can.”

As part of the retailer’s ‘Make it Count’ brand proposition to make fashion more accessible, eligible first responders can receive an additional 10 percent discount in-store when they show their first responder badge during checkout.

Additionally, JCPenney will match a portion of sales made between October 27 and November 2 with a 100,000 US dollar donation to the American Red Cross.

In line with the initiative, the department store chain is sharing stories from associates like Dewey Melton, a senior merchandise operations lead who volunteers with the police department in Friesco, Texas in his spare time.