// John Lewis launches women’s lifestyle brand Cape Cove online as the outdoorwear category remains popular
// The brand was launched by John Lewis buyer Clare Surplice and the retailer’s former head of buying Jo Bennett
John Lewis has revealed the launch of a new, exclusive brand revolving around sustainable outerwear, Cape Cove.
Coming as a response to the ‘outdoor boom’, the department store retailer said in a release that the women’s lifestyle brand was designed through inspiration from shoreline living.
Products by the brand consist of “throw-on-style clothing” created using thoughtful and sustainable methods.
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The line was created by former John Lewis head of buying Jo Bennett, the retailer’s buyer Clare Surplice and retail specialist Suzannah Hatch.
Three commitments have also been outlined as the values of Cape Cove; caring for the earth, supporting community and raising awareness of mental health, and the new brand will be exclusively available to shop via John Lewis’ online store.