Department store chain John Lewis this week unveiled plans for a heritage-inspired menswear own label to launch in stores on September 13.
The label, John Lewis & Co, is the latest step in the retailer’s attempt to rejuvenate its menswear offer and is based on original John Lewis designs from its archive.
John Lewis & Co includes tailoring, knitwear, shirting, outerwear and utility pieces. Each will be made from premium yarns and fabrics. It will mix a heritage feel with contemporary tailoring and styling to target younger, more style-conscious men.
Key pieces will include Harris Tweed blazers, chunky shawl-collar sweaters, military-inspired blue full-length coats and waxed fisherman’s coats. Prices are yet to be confirmed.
Head of menswear buying Matt McCormack said: “We have seen a real demand for less commoditised men’s fashion and our customers are increasingly interested in the narrative behind the pieces they’re buying, their authenticity and provenance.
“Working with great suppliers and bringing quality garments to our customers at an affordable price is an essential part of our brand’s DNA.”
Design studio Egelnick and Webb, whose clients include House of Holland, Matthew Williamson, Jonathan Kelsey and Jaeger, has created the brand identity for the range, which will reference John Lewis’s heritage with 1950s-style hand-printed swing tickets, typesetting from past ranges, and founder John Spedan Lewis’s signature.
The same heritage theme will be extended to the label’s visual merchandising.