Whenever we’ve thought of JC Penney (which was pretty much never), we never thought “cool” - until this morning.

WWD reports that the mega cheap chain is putting its green money where its green mouth is with a self-sustaining initiative to be completed by this November.

JCP’s planning on harnessing solar and wind energy to power ten stores and a distribution center in Reno, in addition to certain stores in California and New Jersey just to start out.

Needless to say, we’re very impressed that someone is finally taking up one of the easiest ways to generate power cleanly and efficiently (if you have the money, of course), and amazed that it’s a chain like JCPenney and not Whole Foods or Barneys, or one of the many other stores that consistently put out green initiatives that usually deal with us buying something to make it happen.

Maybe if there were artist collaborations with windmills, everyone wouldn’t be so opposed to them? Maybe JCP can get Marimekko to paint some poppies on their windmills - efficiency and beauty - then we’re sure everyone would think they’re cool.