John Lewis is set to roll out its first own-brand denim range, following the success of its own womenswear brand last year.
The 90-piece premium denim range called And/Or will launch next week across John Lewis department stores, having been brought to life by head of womenswear Jo Bennett and head of accessories design Iain Ewing.
This will be John Lewis’ second own-brand range, following the Modern Rarity womenswear range that saw strong sales last year.
”Having built a portfolio of powerhouse own-brand labels over the past few years, we felt there was something missing when it came to serving a younger woman,” Bennett said.
”The idea for the And/Or brand came from our love of denim which is the foundation of every wardrobe.
“We wanted to create an authentic denim range in LA that combined the high-end fit and finish at an accessible price point, which customers can style in their own individual way with a perfect collection of ready-to-wear clothing and accessories.”
Ewing, who is responsible for spearheading Modern Rarity, added: ”This is the first time we have launched a brand across ready-to-wear, accessories, shoes and lingerie.
“Although the brand starts with denim, you can then add to this to create a fully versatile collection which serves a modern wardrobe.
“With decades of denim experience, the Calvin Rucker duo have brought true credentials to the collection, elevating the quality and adding their own flavour of fashion-focused edge into the mix.”