John Lewis debuts menswear range at London Collections: Men
Entitled 'The Collector', the Spring/Summer collection was previewed at the British Council’s London Collection’s: Men fashion show with the line-up of male models led by the current face of the range, bearded supermodel Johnny Harrington.
John Lewis said the range had played a pivotal role in helping to change perceptions of the retailer’s menswear offering since its launch in 2011. Sales of the current in-store collection are up 60% on the year while the range has also helped drive a 30% increase in sales of the department store’s own brand menswear.
Peter Ruis, buying and brand director at John Lewis, said: "As a member of the British Fashion Council’s board for the last three years, John Lewis is really pleased to be ramping up its involvement in British fashion. Today was the perfect opportunity for John Lewis to bring, what is arguably, the strongest menswear collection on the high street to the international menswear fashion arena."
Matthew McCormack, director of buying at John Lewis, added: "Designed entirely in-house and inspired as much by our rich heritage and vast archives as by the changing needs of our customers, John Lewis & Co brings together the highest quality fabrics, uncompromising design details and traditional English manufacturing techniques. Our vision for menswear is to focus on our customers' lifestyle needs and mind-set. What’s key to our current male shopper is quality, fabrication and provenance – all of which John Lewis & Co delivers."
To bring the collector theme to life, John Lewis invited four real life male collector-come-connoisseurs, each with a sartorial passion, to be part of its presentation at the fashion show. Each collector selected their favourite piece from the spring summer 14 collection to feature alongside their personal collections in a series of short films that debuted at the event.
The 90 piece collection includes outerwear, waistcoats, shirting, jersey, denim, trousers, shorts and accessories. Prices range from £18 for a crew T-shirt to £399 for a limited edition Made in England outerwear piece.
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