John Lewis has partnered with independent store Trilogy to launch a dedicated denim space in the Peter Jones store in Sloane Square, London, and online.
Trilogy founders Lesley Torson and James Leslie worked with the department store chain to select an edited range of contemporary denim brands.
Denim Wardrobe by Trilogy will stock brands including J Brand, AG and DL1961, as well as complementary pieces from brands such as Joie, American Vintage, Rails and Velvet by Graham & Spencer. There will also be exclusive John Lewis ranges from Helene Berman, Vilagallo and Pyrus.
The space in Peter Jones will be managed by John Lewis and staff will be trained by Trilogy’s denim experts to provide advice on fit and style.
It will launch at the store and on the John Lewis website on January 28. The company plans to roll out the concept to more John Lewis stores in future.
“We are delighted to be part of such an exciting development with Britain’s most iconic department store and are very honoured that John Lewis has chosen to partner with Trilogy on such a key fashion initiative,” said Leslie and Torson.
“At Trilogy, we pride ourselves on our unparalleled product selection and edit of the best premium denim lifestyle brands in the contemporary designer market. We are looking forward to making a specially edited selection of these cutting-edge fashion brands available to John Lewis customers for the first time.”
Ed Connolly, buying director for fashion at John Lewis, said: “With widespread consumer appeal, denim continues to be a key wardrobe staple.
“Over the next 12 months we are planning to bring Denim Wardrobe by Trilogy to further John Lewis department stores and to announce further launches and expansion of our fashion product portfolio.”