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First look: John Lewis to launch new premium denim label

John Lewis will launch its first in-house premium denim label called And/Or on 22 March.

The 90-piece collection follows the successful launch of premium brand Modern Rarity last September, which has been credited with boosting womenswear sales.

And/Or targets a younger customer with a range of jeans made in Los Angeles in collaboration with US denim label Calvin Rucker.

The collection also features a selection of casual blouses, T-shirts, jackets, shoes, accessories and lingerie.

Each season the brand will offer four mid-rise fits in new washes and finishes. Three additional limited edition seasonal styles will be added during the year.

The core fits include a skinny fit, a straight leg, a boyfriend fit and an ankle-grazer. The limited edition fits for spring 17 are a cropped fit with a frayed hem, a selvedge jean with a side-stripe and a wide-leg option.

And/Or will have its own shopfit in stores, featuring brushed leather and metal, white-washed brick and mosaic tiles.

Jo Bennett, head of womenswear buying at John Lewis, said the retailer decided on denim because it is the foundation of everyone’s wardrobes.

She added: “Having built a portfolio of powerhouse own-brand labels, we felt there was something missing when it came to serving a younger woman. We wanted to create an authentic denim range in LA that combined the high-end fit and finish at an accessible price point, which you could then style in your own individual way.”

Iain Ewing, head of design womenswear and accessories, said: “With denim at the heart of And/Or, it seemed natural to turn to the birthplace of denim on the west coast of America and Calvin Rucker bring their expertise, craftsmanship and authenticity to the denim.”

Prices for jeans range from £85 to £120. Womenswear starts at £22 for a cotton T-shirt and goes up to £250 for a leather jacket.

The collection will launch online and in 15 John Lewis stores: Oxford Street and Peter Jones in London, Leeds, Birmingham, Liverpool, Cheadle, Bluewater, Nottingham, Reading, Chelmsford, Kingston, Cambridge, Cribbs Causeway, Milton Keynes and Newcastle.

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