‘AMERICAN LIVING’ SET TO LAUNCH FOR J.C. PENNEY

And the collaboration gravy train rolls on.

American Living, is the brain child of J.C. Penney Co. and Polo Ralph Lauren Corp.’s Global Brand Concepts. The brand will be sold exclusively at J.C. Penney and will include men’s, women’s and children’s apparel and housewares. The brand launch will be the biggest in Penney’s 105-year history as they jump right into the waters instead of slowly rolling out each category.

Global Brand Concepts will be responsible, “for designing, producing, marketing and advertising the brand” according to a report by Reuters.

“The line has a country-living, Americana-feel. It does not bear a “Ralph Lauren” label, but the designer’s influence is unmistakable. The line includes signature Ralph Lauren pieces like polo, oxford and rugby shirts with the American Living logo — an eagle holding an American flag.”

The brand will be priced at Penney’s highest end, despite the shaky economy. The brand intends to hit consumers with a large marketing campaign set to coincide with the Academy Awards.

American Living Launch Largest Ever for J.C. Penney [Reuters]