US department store J C Penney Company has announced the launch of Uproar, a new value tween brand, in its stores from 20 July for the Back-to-School shopping season.

In 2009, JCPenney talked to tweens and moms about their shopping habits and style tastes, a statement said.

It said that while tweens initiate shopping trips and select apparel items themselves, moms continue to join them on shopping trips and have a final say in the purchase.

"Using key learnings from our consumer research, we worked to create an authentic brand that would feature the latest fashion trends that tweens desire, but interpreted in a kid-friendly, mom-approved way,” said Clark McNaught, senior vice president and general merchandise manager of JCPenney’s children’s division.

Uproar is to be sold to girls and boys ages 9-13 in the US, and includes tees, tunics, sweaters, jackets, leggings, jeggings and jeans. Items will range in price from US$17.99 for a tee to $36.99 for a jacket or jeans.