John Lewis launches first menswear collaboration in ten years

British department store John Lewis continues its expansion into men’s fashion and is launching its first designer collaboration in this segment in ten years – with London Fashion Week favorite Labrum London.

In a statement, John Lewis said the 38-piece menswear collection will launch on October 21. It was designed by Foday Dumbuya, founder of Labrum London, in collaboration with the in-house design team. The collection combines the label’s “bold design signatures” with John Lewis’ “seasonal basics”.

The collection is described as “visually exciting and high quality”. It is inspired by a “fusion of cultures” that combines the vibrant patterns and textiles of West Africa with contemporary British colors and silhouettes.

“When we met the John Lewis team in Paris last year, I was inspired by the potential to weave our two brands together. Our shared passion for storytelling, celebration of Britain’s diversity and love of textiles created a wonderful synergy,” said Dumbuya. “At Labrum, we believe in creating narratives through our designs – combining West African flair with British tailoring. I can’t wait to share this journey and bring Labrum to a wider community to celebrate the rich tapestry of culture and craftsmanship!”

Labrum London expands reach through collaboration with John Lewis

The John Lewis x Labrum collection will be available both online and in selected stores across the UK – including Oxford Street, Peter Jones and Stratford locations in London, as well as Leeds and Trafford.

Foday Dumbuya founded Labrum London in 2014 with the aim of bridging the gap between Western and West African culture. His designs are influenced by his formative years in Sierra Leone, Cyprus and London. For the collaboration with John Lewis, these design codes merge with British fashion classics such as denim jackets, knitwear and accessories.

John Lewis emphasizes that the collection combines modern design with special textures, placed prints and functional details. The color palette is based on classic autumn tones: navy blue and warm brown are complemented by accents of mustard yellow, burnt orange and soft neutral tones. High-quality materials such as lambswool, cotton, merino cashmere and leather are used throughout.

Prices range from £15 for a pair of socks to £369 for a leather jacket.

“We are delighted to unveil this exciting collaboration. Labrum’s brand ethos – to create honest, practical clothing based on simplicity, fit and attention to detail – immediately aligned with our own values ​​at John Lewis,” added James Hawkes from the John Lewis design team. “We knew our customers would appreciate Labrum’s commitment to celebrating the rich, untold stories of West Africa through design. It was a privilege to work closely with Foday and his team. We are incredibly proud of the result.”

This collaboration is part of John Lewis’ ongoing upgrading strategy, with which the department store aims to strengthen its fashion expertise and menswear offering. Back in September, John Lewis launched its own premium menswear line J. Lewis. It sees itself as a “contemporary addition” to the existing John Lewis menswear line. The first 23-piece collection was designed in-house and is intended to offer the “ultimate capsule wardrobe” for men – including tailored clothing, T-shirts, shirts and knitwear in cashmere, silk and worsted wool.

Other new additions to the retailer’s menswear range include exclusive bespoke clothing with PS Paul Smith, the British fashion house’s young line, and JS by John Smedley, the first secondary line from luxury knitwear brand John Smedley, alongside Snowpeak and Nigel Cabourn.