Exclusive: Joe Casely-Hayford for John Lewis

Joe Casely-Hayford for John Lewis. 'Knowlingly understated' capsule collection.

Many of you will have been excitedly following Apple's new product launch presentation this evening but we have news of a launch that's far more exciting for us. John Lewis have given us the first glimpse of its greatly anticipated collection designed by the legendary Joe Casely-Hayford. The thirty piece capsule collection, created exclusively for John Lewis, celebrates the best of authentic British design while providing a complete wardrobe, encompassing everything from jackets to shoes. The collaboration will be available in John Lewis stores and online in March with prices range from £60 to £399.

“The creative process behind this collection was both novel and challenging. John Lewis has perhaps the broadest customer base I have ever dressed, and so I relished the opportunity to create original, yet wearable clothes with cross generational appeal.” Joe Casely-Hayford

Throughout the capsule collection, Casely-Hayford is offering a new take on classic designs and surely achieves the desired cross generational appeal. Highlights include a tailored wax Barbour jacket, colour block contrast John Smedley knitwear and floral jersey Liberty Art fabric shirts.

Other highlights of the collection are a range of pastel coloured cords and cotton sateen trousers but it the limited edition brogue shoes which are made in England by Cheaney that leave us salivating all over our keyboards. If you are unfamiliar with Cheaney, they are classic shoe brand undergoing something of a quiet and assured metamorphosis under the ownership of William and Jonathon Church. Founded in 1886 by two brothers, Joseph and Arthur Cheaney, Cheaney quickly became one of the premier shoemakers of England. It is their ability to blend the past with the future, using the finest materials available, which has enabled Cheaney to become one of the premier producers of Goodyear welted shoes in the world today. For this collaboration they have helped create the hand punched pukk leather brogues. They are something of great beauty and typify why this capsule collection is so exciting... the collaboration of great British design talent with heritage brands coming together for the high street.

The Pukk leather brogue, £250. Made in England by Cheaney.

Steve has his eye on these brogues in particular but he will have to be quick. They will be limited to a mere thirty pairs and each pair will be numbered. Once the first thirty pairs are gone, the shoe will be available bespoke for a limited period of time online.

From what we have seen from this first glimpse, this is a knowingly understated collection which will undoubtedly appeal to a more fashion conscious man without frightening off the current John Lewis shoppers. Joe Casely-Hayford for John Lewis will certainly see fashion savvy shoppers reassess their perceptions of middle England's favourite department store.