John Lewis is seeking to reinforce its menswear credentials by making its debut at London Collections: Men.
The department store chain will be an official supplier for the British Fashion Council’s (BFC) biannual show and will preview its spring 14 collection on June 15.
The new collection, which has about 90 pieces, will take a new stylistic direction from previous seasons, which has been drawn from the British tradition of exploring. Spring 14 aims to fuse
traditional and modern design to create a range of “collectible” pieces. It is working with British mills, including Harris Tweed and Mallalieus of Delph, but using modern technology and performance fabrics.
The John Lewis & Co range has been key to the development of the chain’s menswear offering, including recently launched Scandinavian-inspired basics line Kin and its evolving mainline collection, John Lewis Man.
Matt McCormack, director of fashion buying at John Lewis, said that John Lewis & Co “underscores” the chain’s approach to clothing.
“Designed in-house, it brings together the highest-quality fabrics, uncompromising design details and traditional English manufacturing – something that has been missing from British high street menswear,” he said.