John Lewis launches in-house denim brand

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John Lewis has announced the launch of its first in-house denim brand, AND/OR, which will be available in stores and online starting from this week.

The brand is inspired by the LA way of life and will include 90 pieces designed with multiple denim washes and finishes such as distressing, bleaching, frayed hems, and busted seams. The styles were designed in collaboration with LA denim specialists Calvin Rucker.

Alongside the denim clothing, John Lewis will also sell a selection of complementary shoes, accessories, womenswear, and lingerie. It’s hoped the new line will attract younger customers and increase fashion sales.

Jo Bennett, head of womenswear buying at John Lewis, 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.”

John Lewis previously launched its own read-to-wear “affordable luxury” label, modern rarity, last year. The company enjoyed a 6.8% increase in sales of its own-brand womenswear during the last financial year.

Prices for denim pieces in the AND/OR collection range from £85 to £120 and the matching women’s line starts at £22 for a t-shirt. The range will be available in sizes 8-16 or 26-34 for denim.

AND/OR will be available to buy in 15 John Lewis stores and online at www.johnlewis.com from the 22nd of March.

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