John Lewis launch new brand Kin

John Lewis's new Kin range unites up-to-the-minute clothing for men, women and children under one label.

A new collection launches in John Lewis this week in the form of Kin, designed to be worn by men, women and children. 'It's so exciting to be launching something that crosses all three areas,' says Camilla Rowe, the company's head of buying for childrenswear. 'This is not a seasonally trend-driven brand; it's about modern, stylish pieces that you can get some sort of longevity from. Kin offers beautifully cut separates that transcend seasons.'

The debut collection comprises more than 100 pieces created by the in-house design team, from everyday staples such as striped Breton T-shirts and Tencel denim tunics for women to unstructured linen jackets and chambray-lined waterproof jackets for men, and preppy shirts and printed dresses for children. A tight edit of accessories includes canvas gym bags and a squashy leather tote, and linen and flecked jersey scarves. The overall aesthetic is clean and unstudied, with hints of Scandinavian functionality. 'We're moving on from our "heritage" collections to something that feels much more contemporary; there are cleaner finishes and more modern shapes,' says Clea Sullivan, the retailer's design manager of menswear and childrenswear.

The focus is on high-quality fabrics that lend the collection its 'hardworking' tag-line. Washed linens, stretch chinos and fine, light knits all give the clothes an adaptability - that sought-after day-to-night transcendence. 'My kids go from schoolwear to looking really scruffy and there's nothing in between,' Rowe says. 'So the printed shirts and loose jersey jackets create a slightly cooler, more casual look.' The childrenswear is particularly strong - a response to the growing demand for stylish designs for little people. Standout pieces include sharp chinos for boys and a cranberry-coloured jacket with laundry buttons for girls. There are even 'mini-me' items: a loose foulard shirt-dress for mum matches trousers for her daughter. For men, the look is equally relaxed, including an unlined cotton jacket to be worn over a button-down poplin shirt.

Five key stores will display the collection in a 'store-within-a-store' format, and customers can expect very reasonable prices, from £8 for a boys' jersey T-shirt to £99 for a men's lined mackintosh.

Kin by John Lewis: 08456-049049   johnlewis.com