John Lewis’ Kin range has hit stores recently and is looking to create a lifestyle brand which provides modern, stylish pieces that you can get some sort of longevity from, blurring the line between smart daywear and formal evening and workwear. Kin by John Lewis offers beautifully cut separates that transcend seasons, making the pieces relevant and stylish throughout the year.
It feels like John Lewis, more than most, understand the necessity to keep their brand fresh, with the collection feeling much more contemporary; with cleaner finishes and more modern shapes than previous John Lewis ‘Heritage’ collections.
They have found inspiration in the slick contemporary chic synonymous with Scandinavia, encompassing narrow silhouettes, simple patterns, shapes and cuts. “The overall aesthetic is clean and unstudied, with hints of Scandinavian functionality” says Clea Sullivan, design manager for John Lewis Menswear.
Even more impressive, the brand has been designed entirely by the John Lewis in house design studio. This has allowed consistency across the Mens’, Ladies and Childrenswear sections of the collection ensuring it all embodies the stylish simplicity which runs through the ranges.
The formalwear is particularly strong with a number of excellent shirt, blazer and trouser options offering an extremely affordable way to stay on trend. I am particularly fond of the Clark Delave Single Breasted Jacket in grey which teams well with the Merrow Poplin Shirt in white, and adding a pop of colour with the Tanner Cotton Knit Tie in Mustard. This would work well with dark denim for a dinner party or dark trousers for a contemporary work outfit.
Jacket £129, Shirt £29.50, Tie £19.50