BEHIND THE SCENES
Get the inside track on how the LA denim brand was born and the intricate design and construction processes that make AND/OR denim unique.
DENIM BORN OF LA
Authentically crafted on the West Coast, AND/OR’s jeans are designed, cut, washed, sewn and finished in California. The duo behind the Calvin Rucker brand have decades of denim experience between them - Caroline Calvin at Levi’s and Joie Rucker at her eponymous label, Joie, and bring true credentials to the something-for-every occasion range.
THE COLLABORATION
The collaboration came about when John Lewis’ design team Iain Ewing and Jo Bennett were introduced to the pair by a mutual friend. “As a duo Caroline and Joie have incredible experience and their fits, techniques and washes are outstanding - we couldn’t have more respect for their design and fit integrity.”
Uniquely the collection combines high-end quality with an accessible high street price tag. ‘‘We saw a huge gap in market for jeans,” Jo continues, “there was such a huge jump from the mass styles priced around £50 to the premium market of £200 and more. We thought, what if we could create an authentic range in L.A. for around £100, combining the high-end fit and finish but at a more accessible price point?”
A FOCUS ON EVERY ELEMENT
Innovative washes and expert cuts are combined with high-end finishes including busted-out seams, distressing, bleaching, patching and perfectly frayed hems. Each cut is like a jigsaw piece, helping to build an interchangeable closet which makes every day dressing straightforward and simple.
As Iain explains, “It’s about the ease of throwing on a pair of jeans, picking up the kids from the school gate, then going to lunch with a friend or bar in the evening. Those jeans will still work for you - it’s just what you choose to wear with them.”
WHAT YOU DO NEXT IS UP TO YOU
If AND/OR starts with denim, it finishes with everything else you might need to get dressed in the morning. Including eminently wearable separates, outerwear, dresses, shoes, lingerie and accessories - it covers the whole modern uniform. Inspired by this season's darkly romantic floral trend, feminine floral dresses mined from Stevie Nicks’ wardrobe are layered with a supple leather biker jacket to create an all-day look which can be worn in countless ways. You might consider pairing khakis - cinched at the waist for the perfect, flattering shape - with a trumpet sleeve knit or an exquisitely embroidered peasant blouse.
Elsewhere the elegance of off-the-shoulder top and tapestry trophy jackets take style notes from Marrakech’s souks, while lace trimmed teddies and soft cup bras bring a feeling of sensuality - allowing shoppers to express their own individuality and put their own spin on outfits which can be worn 24/7.
Playful, sunny and upbeat, AND/OR channel’s the easygoing sensibility of the Los Angeles lifestyle and blends it with inspiration taken from global travels to create special, timeless pieces which you’ll want to wear and wear again.