The retailer hopes that the contemporary tailoring and styling of the John Lewis & Co range will appeal to a “younger more stylish and discerning” menswear market.
It will sit alongside fashion brands such as Ted Baker, Barbour and Diesel as well as the existing John Lewis Men range that targets a slightly older market.
The brand identity has been developed by Egelnick and Webb and modelled on John Lewis’ heritage and provenance. Inspiration was taken from the John Lewis archive, including hand-printed swing tickets, a ticket writers guide from the 1950’s, and the founder John Speedan Lewis’ original signature.
The label will launch in John Lewis stores and online on 13 September.