JCPenney has joined the green private label fray with “Simply Green.” Beginning this month, some JCPenney private brand merchandise – from apparel to home accessories – will hit the shelves bearing a “Simply Green” mark.

Logos will appear on hang tags or package inserts and will include detail on the material used in the product.The products will be highlighted in “Simply Green” zones throughout stores. Green products will fall into one of three categories:

• Organic products must be made from at least 70 percent raw materials such as organic cotton or linen, which have been grown without chemical fertilizers or pesticides.
• Renewable products must be made from at least 25 percent renewable materials such as bamboo, sorona, ingeo, soy, capiz shells or wood that comes from certified, well-managed forests.
• Recycled products must contain at least 25 percent recycled materials, such as recycled cotton, recycled glass (home products), and recycled polyester made from soda bottles.

Danny Seo is serving as JCPenney’s green consultant and, it seems, marketing partner.