What: US retail giant Kohl’s has revealed a new sub-brand under the name ‘Sonoma Community’ as part of its private label flagship brand, ‘Sonoma Goods for Life.’

Why it is important: The new brand will build on the work of Kohl’s Diversity Design Council (DDC), a group of associates who create authenticity in the retailer’s products through their collective experiences and cultures.

The new sub-brand will launch during Hispanic Heritage Month, featuring apparel and products that highlight Hispanic and Latino culture and traditions. Throughout the year, Sonoma Community will offer seven collections reflecting different cultures, including Lunar New Year, Black History Month and Women’s History Month, with artwork created by either the DDC or external guest artists.

Kohl’s celebrates diversity with new private label