March 19, 2008 - Department store chain JCPenney has created a new designation for private-label merchandise that meets baseline environmental performance standards. The new Simply Green logo identifies JCPenney-brand products that are organic, renewable, or made from recycled content.

To achieve the Simply Green designation, products must meet one of the following criteria:

• contain at least 70% organic raw materials such as cotton or linen grown without chemical pesticides or fertilizers
• made from at least 25% renewable materials such as bamboo, sorona, ingeo, soy, capiz shells or wood that comes from certified, well-managed forests. 
• contain at least 25% recycled materials such as polyester made from recovered soda bottles

The Simply Green logo will appear on merchandise hang tags or package inserts, which will include details on the products' green attributes.