Bob Greene : J. C. Fields is in charge ; could James Dean be the model ? He says urban legend was that Dean wore Penney 's plain , white Towncraft T - shirt . Some members of its board of directors have been at each other 's throats ; one of those directors , William Ackman , resigned last week after publicly upbraiding the others . He says Penney should use that ; adopt Dean as part of its brand , win back customers . Greene : Penney 's , a giant of American retail , could break from pack with Dean 's image .
Bob Greene : J. C. Fields is in charge ; could James Dean be the model ? He says urban legend was that Dean wore Penney 's plain , white Towncraft T - shirt . He says Penney should use that ; adopt Dean as part of its brand , win back customers . Greene : Penney 's , a giant of American retail , could break from pack with Dean 's image .