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John Lewis launches denim lifestyle brand for women
22
Mar '17
Courtesy: John Lewis
Courtesy: John Lewis
What: John Lewis launches its first in-house denim lifestyle brand for women- AND/OR.

Who: John Lewis is a chain of upmarket department stores operating throughout the United Kingdom. The chain is owned by the John Lewis Partnership, which was created alongside the first store in 1864 in Oxford Street, London. 

With: In a move designed to accelerate its growing own brand fashion sales John Lewis has launched its first in-house denim lifestyle brand for women - AND/OR.  The new brand has been created in collaboration with LA based denim experts Calvin Rucker. Calvin Rucker is an innovative brand of casual couture, created by two of the fashion industry’s biggest denim experts Caroline Calvin and Joie Rucker.

Collection: The 90-piece collection comprises innovative denim washes combined with high-end finishes, including busted-out seams, distressing, bleaching and perfectly frayed hems. The different denim styles are named after the places in LA that inspired the collection. The assortment also includes a range of versatile womenswear, shoes, accessories and lingerie to compliment the denim clothing.

Price points: £85 - £120 (denim), £22 onwards (cotton tee), £250 onwards (leather jacket)

Available: John Lewis stores and online on johnlewis.com

Fibre2Fashion News Desk – India


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