John Lewis has unveiled a new menswear partnership with London-based label LABRUM, featuring
almost 40 pieces that merge West African aesthetics with traditional British craftsmanship.
The collaboration spans multiple categories, including outerwear, knitwear, denim, and tailored items, with prices ranging from £15 to £369.
This distinctive collection represents a cultural synthesis, drawing inspiration from the vibrant patterns and rich textiles of West Africa while incorporating contemporary British design elements and silhouettes, the department store revealed.
The partnership brings together LABRUM's "daring" design philosophy with John Lewis's commitment to quality seasonal essentials, creating garments that balance visual impact with practical wearability.
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The range is now available for purchase both in John Lewis stores and online, offering customers immediate access to this unique fusion of cultural influences.
The creative partnership emerged through a collaboration between Foday Dumbuya, LABRUM's founder and creative director, and John Lewis' internal design team, who worked together to craft each piece in the collection.
Audio technology company Bowers & Wilkins also joined as a supporting partner, featuring its new Px8 S2 wireless headphones as part of the collaboration.
This partnership aligns with LABRUM's current thematic year titled "The Sound of Us", which celebrates "cultural identity, migration, and music's unifying power".
John Lewis x LABRUM merges West African aesthetics with traditional British craftsmanship
|JOHN LEWIS
The involvement of Bowers & Wilkins reinforces this musical connection, highlighting the significance of sound within the broader cultural narrative.
LABRUM, whose name derives from the Latin term meaning "having an edge", maintains its commitment to creating honest, practical clothing that tells untold West African stories through contemporary menswear.
Standout pieces from the collection include a blazer and overshirt featuring bespoke jacquard patterns inspired by LABRUM's signature cowrie shell print.
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The collaboration features 38 pieces, including outerwear, knitwear, denim, and tailored pieces
|JOHN LEWIS
These garments incorporate coconut buttons and contrasting fabric panels, demonstrating the thoughtful fusion of cultural elements.
LABRUM's distinctive Nomoli logo appears throughout the collection, seamlessly "elevating seasonal staples" such as an ecru baseball cardigan, knitted v-neck vest, and washed denim jeans.
The design approach favours contemporary, relaxed silhouettes with boxy t-shirts designed for layering beneath knitwear and substantial outerwear pieces.
Prioritising practicality, "utilitarian" elements feature heavily throughout, with oversized pockets, laser-etched logos, and exposed stitching details combining with premium textiles.
This combination of practical design features with "refined" craftsmanship delivers a collection that achieves both "effortless" style and sophisticated quality.
In other fashion news, Marks & Spencer proved it's "serious" about style with a brand-new collection earlier this month.
Designed for the modern man, the retailer's latest fashion finds are packed with clever tech designed to accommodate work, travel, and relaxation.
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