John Lewis Unveils And/Or Own-brand Denim Collection

High Street store John Lewis says it is feeling the pinch at the moment, blaming the strength of the pound for its cut in annual bonuses to staff. However, the business is actively seeking to widen its customer appeal in the fashion department particularly.

Following on from the success brought about by the introduction of a new range of women’s clothing that saw an increase of 6.8% in own-brand sales, John Lewis is to introduce another new range, this time concentrating on denim and lifestyle wear.

John Lewis has teamed-up with Calvin Rucker, a Los Angeles-based business that specialises in denim to create a new range known as AND/OR which will launch on 22nd March. It’s not all about denim though, as choices on offer range from cotton T-shirts to leather jackets.. The AND/OR range is designed to appeal to younger female customers, giving quality at an affordable price.

And/ Or launches on Wednesday, March 22 in 15 stores and online at .