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John Lewis Launches New Denim Brand AND/OR

Hires, Wins & Business 0 Add to collection

Brand launches L.A.-crafted Denim for the British market with stylish new spot

John Lewis Launches New Denim Brand AND/OR
John Lewis announces AND/OR, its first in-house denim lifestyle brand. Authentically L.A. crafted denim sits at the heart of the brand and is complimented by an impressive range of versatile womenswear, shoes, accessories and lingerie. Playful and youthful, the label channels ease and effortlessness throughout, comprising pieces that seamlessly slot into any wardrobe.  
 
The 90-piece AND/OR collection will initially launch in 15 shops and johnlewis.com on 22 March. Available at Oxford Street, Peter Jones, Leeds, Birmingham, Liverpool, Cheadle, Bluewater, Nottingham, Reading, Chelmsford, Kingston, Cambridge, Cribbs Causeway, Stratford and Newcastle. The denim ranges from £85 - £120, available in sizes 26 – 34, while the collection starts at £22 for a cotton tee to £250 for a leather jacket, in sizes 8 - 16. 
 
With true denim credentials, AND/OR offers a choice of core fits that are designed, cut, washed, sewn and finished in L.A. Created in collaboration with West Coast based denim experts Calvin Rucker. The cuts are accessibly priced, starting at £85 bringing upscale denim production and design to the British high street. Innovative washes and expert fits are combined with high-end finishes including busted-out seams, distressing, bleaching and perfectly frayed hems. The different denim styles are lovingly named after the places in L.A. that inspired the collection. Each cut is like a jigsaw piece, helping to build an interchangeable closet that makes everyday dressing straightforward and simple. With decades of denim experience, the Calvin Rucker duo—Joie Rucker, founder of contemporary brand Joie, and Caroline Calvin, previously Senior Vice President of Levi’s—have brought true credentials to the collection, elevating the quality and adding their own flavour of fashion-focused edge into the mix.   

Each season, AND/OR offers four core mid-rise fits, updated in new washes and finishes. Three additional limited edition seasonal styles will be refreshed throughout the year.  
 
While AND/OR starts with denim, it also encompasses eminently wearable separates, outerwear, dresses, shoes, lingerie and accessories—everything a woman needs to create a modern uniform. Inspired by the upbeat, sunny attitude of the L.A.-lifestyle, the collection includes nonchalant staples and statement pieces in easy-to-move fabrics bringing a West Coast sensibility to the British high street.    
 
The fuss-free collection provides denim cuts which combine effortlessly with ultra-soft tees and trophy jackets—yet always create a discernibly different silhouette. While darkly romantic and feminine floral dresses, mined from Stevie Nicks’ wardrobe, are layered with a supple leather biker jacket to create an all-day look which can be worn in countless ways. 
 
The AND/OR girl can consider pairing khakis—cinched at the waist for the perfect, flattering shape—with a trumpet-sleeve knit or an exquisitely embroidered peasant blouse. Elsewhere the elegance of off-the-shoulder tops and tapestry trophy jackets take style notes from Marrakech’s souks, while lace-trimmed teddies and soft-cup bras bring a feeling of sensuality— allowing shoppers to express their own individuality and put their own spin on outfits which can be worn 24/7.  
 
As Jo Bennett, Head of Womenswear Buying at John Lewis explains,  “The idea for the brand came from our love of denim, it’s the foundation of all our wardrobes. I especially love how every woman adds their own individual stamp to their look through how they style their jeans.  “Having built a portfolio of powerhouse own-brand labels with Iain [Head of Design] for the past few years, we wanted to create an authentic denim range in L.A. that combined the highend fit and finish at an accessible price point. That you could then style in your own individual way with a perfect collection of wardrobe pieces across RTW and accessories. “

Iain Ewing, Head of Design Womenswear and Accessories continues,  “With denim at the heart of AND/OR, it seemed natural to turn to the birthplace of denim on the West Coast of America. Our friends Calvin Rucker bring their L.A. expertise, craftsmanship and authenticity to the denim.  
 
“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. It’s the ease of throwing on a pair of jeans, picking up the kids from the school gate, then going to lunch with a friend or bar in the evening. Those jeans will still work for you—it’s just what you choose to wear with them.” 
 
Caroline Calvin and Joie Rucker, add,  “Denim is at the heart of what we do. With over 20 years of experience and involvement in the jeanswear market we are very excited to bring our expertise to the British high street. AND/ OR is the perfect fit for us to do this. We are so very proud to be part of the AND/OR launch and consider it an honour to be part of the John Lewis history.” 
 
In line with the relaxed, yet distinctive West Coast aesthetic AND/OR, will be presented in bespoke in-store spaces with a shop fit perfectly encapsulating its individuality. Featuring brushed leather and metal, white-washed brick and embossed hexagon mosaic tiles, the spirit of AND/OR will be translated throughout the whole shopping experience.  
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Categories: Denim, Clothing and Fashion

lbbonline.com, Thu, 23 Mar 2017 16:48:36 GMT