Jack & Jones to move into childrenswear

Young men's fashion brand Jack & Jones is branching into childrenswear with its first trend-led collection for 5-16 year old boys launching this autumn.

The brand, part of Scandinavian group Bestseller, is promising the collection will be based on the existing brand aesthetic but scaled down in size for the junior customer, therefore differing from "the typical childlike look" often offered for the younger customer.

Jack & Jones sales director Dennis Birk Jørgensen said children had through digitisation become "independent opinion makers". "They’re heavily influenced by social media and they’re discovering their own opinions on style at a rapid pace. Never before has this group had more interest in clothing and as the influencers of the future, we want to be part of their world where they connect, share and shape future trends," he said.

The junior collections will reflect the main brand’s dedication to denim and jeanswear, offering styles from the three lifestyles; CORE, ORIGINALS and PREMIUM as well as JEANS INTELLIGENCE. “In Jack & Jones we are denim addicts and we put tons of energy and dedication into every collection and every pair of jeans. In our company, we set high standards for everything we do, and these values will naturally be reflected in each junior collection”, Dennis elaborates," Jørgensen added.

The collection will drop six times a year and will be made available online from Autumn 2018 and via wholesale across Europe from Spring 2019. There are no plans at present to sell the collection in its retail stores.