John Lewis launches new brand Kin

Department store John Lewis has launched its first ever lifestyle brand, Kin, which has been created and designed by the retailer’s in-house design studio to unite clothing for men, women and children under one label. The debut collection, which launched

this month, comprises of more than 100 pieces from contemporary outerwear, laundered cotton shirts and dresses, unstructured linen jackets and classic bonded overcoats. The range has been designed to be easily paired together in a ‘mix and match way’ and appeal to customers looking for a ‘fresh and affordable’ wardrobe staples such as Breton t-shirts and denim tunics for women, to linen jackets for men, and preppy shirts and printed dresses for children.

The range, with prices ranging from 7 pounds for a children’s tee, to 99 pounds for a fully-lined classic men’s mackintosh, also features accessories including gym bags and a leather tote.

The overall brand identity of the new line has been designed by Mark Farrow, a multi award-winning graphic designer celebrated for his work with musicians such as the Pet Shop Boys and Kylie, as well as many British lifestyle brands, including Camper.

Commenting on the new line, Matt McCormack, Director of Buying, Fashion, at John Lewis said: “Kin will play a key role in our fashion assortment, bringing together menswear, womenswear and childrenswear for the first time.

“Designing Kin in-house has given these areas the opportunity to collaborate and launch a brand with true family values. We’ve seen the success of other lifestyle brands and this launch validates this on-going trend, which we see as a huge opportunity for John Lewis.

“It has also been really exciting to be able to bring Mark Farrow on board for this launch. His minimalist approach perfectly complements Kin’s simple, wholesome aesthetic.”

The collection is available online and in all full-line John Lewis stores.