Les Basics: the contemporary sportswear label with a continental twist
Inspired by classic French style and crafted in Portugal, meet the London-based brand creating your new favourite staples
Everyday basics, elevated and redefined. That’s the modus operandi of Les Basics, the London-based menswear label with a ‘franglais’ twist to it. The brand is new to John Lewis & Partners’ portfolio of independent menswear brands, alongside Wax London and Tretorn. ‘We’re so excited to have Les Basics on board at John Lewis & Partners – it has a contemporary fashion sportswear aesthetic which we all loved,’ says Helen Spencer, Partner & Men’s Casualwear Buyer.
Les Basics was launched in earnest for spring/summer 2017 by Kieron Hurley, a former music industry executive. Does he design for a specific type of man? ‘No, I design with everyone in mind. I’d like to think that everyone can find something in the collection that they really like and feel comfortable in.’
This season’s collection features bright shades of lemon and sky blue, along with colour-block pieces in lavender and navy, the latter of which are exclusive to John Lewis & Partners. Wardrobe staples such as sweat tops and crew-neck tees are also available in these fresh new colourways.
Les Basics’ French connection was spawned by an admiration of the way of life across the Channel. ‘I’ve always had an affinity with all things French,’ says Kieron. ‘There’s something undeniably chic about France and the French – Alain Delon, A Bout De Souffle and Jacques Cousteau all spring to mind – I try to channel this as best as I can into Les Basics.’
Rounding off the brand’s European feel is the fact that everything is produced in Portugal. ‘The country has become synonymous with quality and an artisanal approach to production. It also has some really good fabric mills which allow us to experiment and develop in this area.’
The brand’s foray into John Lewis & Partners stores feels natural. Says Kieron: ‘I see the man buying a Macbook or Dualit toaster also being into Les Basics. The partnership opens up a new audience for us and we’re excited about being involved in the company’s new approach to menswear.’
