Bestseller to enter childrenswear market

By

Barbara Santamaria

Published
Feb 20, 2018

This autumn will see menswear brand Jack & Jones attempt to attract the younger generation with a collection of denim styles for boys aged 5 to 16.

The company said the junior collection will be based on the Jack & Jones aesthetic, with existing adult styles scaled down in size instead of launching items specially designed for children.

Jack & Jones sales director Dennis Birk Jørgensen explained: “These young consumers have evolved with digitalization into strong and independent opinion makers. They’re heavily influenced by social media and they’re discovering their own opinions on style at a rapid pace.

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“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.” 

The collection will reflect Jack & Jones’ dedication to denim with pieces from the brand’s three lines, Core Originals, Premium and 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,” Jørgensen continued.

The first edit will launch this August, and will be followed by new releases six times a year in line with the brand’s sales strategy. Whilst the collection will be available online, and via wholesale from Spring 2019, there are currently no plans to stock it in Jack & Jones stores.