John Lewis brand aims to boost fashion credentials

John Lewis is trying to boost its fashion credentials with a new in-house denim and lifestyle brand, just a week after cutting staff bonuses.

The department store group, which has warned of a tough outlook because of the pound’s plunge, has collaborated with Los Angeles-based denim experts Calvin Rucker for the AND/OR range.

Prices start at £22 for a cotton T-shirt and stretch to £250 for a leather jacket.

John Lewis wants to repeat the success of its recently launched modern rarity label, which contributed to the 6.8% rise in own-brand women’s clothing sales last year.

Jo Bennett, head of womenswear buying at John Lewis, said AND/OR fills a gap for younger female customers and combines high-end fit and finish at an accessible price point.

John Lewis cut bonuses for the fourth year, awarding staff 6% of salary versus last year’s 10%. It is also cutting jobs.