John Lewis collaborates with L.A. based designer Calvin Rucker to launch its first in-house denim lifestyle brand for women – AND/OR

London, 2017-Mar-17 — /EPR Retail News/ — In a move designed to accelerate its growing own brand fashion sales John Lewis has announced that on 22 March it will launch its first in-house denim lifestyle brand for women – AND/OR.  The new brand, which has been created in collaboration with L.A. based denim experts Calvin Rucker, will see the retailer sell a range of versatile womenswear, shoes, accessories and lingerie to complement the denim clothing inspired by the L.A. way of life.

AND/OR which will initially launch in 15 shops and on, follows the success of modern rarity, John Lewis’s first luxury ready-to-wear range. Launched last September, modern rarity has boosted the retailer’s own-brand womenswear sales which increased by 6.8% last financial year.

The 90-piece launch AND/OR collection comprises innovative denim washes combined with high-end finishes, including busted-out seams, distressing, bleaching and perfectly frayed hems. The different denim styles are named after the places in L.A. that inspired the collection.

Commenting on the launch of AND/OR Jo Bennett, Head of Womenswear Buying at John Lewis said:

‘AND/OR is an exciting addition to the portfolio of powerhouse own-brand labels we have created over the past few years. The idea came from our love of denim which is the foundation of every wardrobe. We wanted to create an authentic denim range in L.A. that combined the high-end fit and finish at an accessible price point, which customers can style in their own individual way with a perfect collection of ready-to- wear clothing and accessories.’

Iain Ewing, Head of Design Womenswear and Accessories continued:

‘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.’

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.

Caroline Calvin and Joie Rucker, added:

‘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 this launch.’

The AND/OR denim ranges from £85 – £120, available in sizes 26 – 34, while the AND/OR collection starts at £22 for a cotton tee to £250 for a leather jacket, in sizes 8 – 16.

In line with the relaxed, yet distinctive West Coast aesthetic AND/OR, will be presented in bespoke in-store spaces with a shop fit 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.

Notes to editors

AND/OR – The 90-piece collection will launch exclusively in 15 John Lewis shops and on Wednesday 22 March. Available at Oxford Street, Peter Jones, Cheadle, Bluewater, Nottingham, Leeds, Liverpool, Reading, Birmingham, Chelmsford, Kingston, Cambridge, Cribbs Causeway, Stratford and Newcastle.

John Lewis now has four in-house designed womenswear labels AND/OR, modern rarity, Kin by John Lewis and John Lewis.

John Lewis – John Lewis operates 48 John Lewis shops across the UK (34 department stores, 12 John Lewis at home and shops at St Pancras International and Heathrow Terminal 2) as well as It is part of the John Lewis Partnership, the UK’s largest example of worker co-ownership and all 30,000 John Lewis staff are Partners in the business.

John Lewis stocks more than 350,000 separate lines in its department store and across fashion, home and technology, and was named  ‘Best In-Store Experience’, ‘Best Clothing Retailer,’ ‘Best Electricals Retailer,’ ‘Best Furniture Retailer,’ ‘Best Homewares Retailer’ and ‘Best Click & Collect Retailer’ in the 2016 Verdict Customer Satisfaction awards. is consistently ranked one of the top online shopping destinations in the UK. John Lewis Insurance offers a range of comprehensive insurance products – home, car, wedding and event, travel and pet insurance and life cover – delivering the values of expertise, trust and customer service expected from the John Lewis brand.

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Mandy Pursey
Communications Manager Corporate
Telephone: 020 7798 3896

Source:  John Lewis