By and  on June 19, 2008

At J.C. Penney, the approach to back-to-school is anything but academic.

Next month, in a concerted and aggressive push to become hipper and shore up some merchandise holes, the chain will roll out and market four new exclusive youth-oriented brands — in juniors, private label Decree, as well as exclusive brands Fabulosity, Le Tigre, and in young men's, American Living. The company will also start selling WhiteTag in young men's.

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