Leave it to Gabrielle Union and Dwyane Wade to transform traditional children’s clothing into a modern-day fashion statement with the launch of their first-ever baby apparel collection. Under their brand PROUDLY, the powerhouse couple designed the line for parents to shop for comfortable and functional pieces that their little ones will love, exclusively at JCPenney.
“I want them to feel that they got a good deal and that their kids are going to look super cute,” Union told Black Love at their launch in Los Angeles. “Everyone will ask, ‘Oh my god, where’d you get that? I can’t wait to put this on my baby so I can tell people where I got it.’…I want people to feel good and not like it’s too precious to wear. We want people to wear it, get it dirty, wash it repeatedly, and see it will still be the cute, stylish pieces you fell in love with.” 
Expertly crafted with hypoallergenic, soft, and durable material, shoppers receive high-quality apparel without a luxurious price tag. Pricing the items at no more than $30 was intentional for the actress and former NBA star, with affordability being a top priority.
“It feels insane to spend an obscene amount on baby clothes when they grow so fast,” Union said. “I come from a very large family, and the things that cost a lot shouldn’t. I wanted to make affordable things that were cute.”
Since 2022, PROUDLY has become the trusted go-to sustainable baby care line for Black families seeking products specifically for melanated skin tones. Union and Wade have transformed their empire into a one-stop shop offering skin care, hair care, and diaper essentials to solve the need for more Black and brown baby products on shelves for Black parents and their children.
Stepping into apparel, PROUDLY’s commitment to empower diverse communities through accessibility and inclusivity remains at its core. As one of the few baby care brands that centers its products on Black and brown children, Union said she hopes her collection opens the door for more designers of color to make baby apparel inclusive for all.
“We don’t need to be the only ones,” Union said about the line, which shines a light on Black families, Black mothers, Black fathers, and Black children. “Hopefully, [PROUDLY] inspires more brand partnerships between designers of color and big brand stores like JCPenney… More opportunities for Black designers within and outside the company. That’s the whole point.”
The collection is available to shop in person or online at JCPenney.
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