British premium menswear brand Blake Mill has joined the long list of third-party brands featuring at department store chain John Lewis.

The specialist shirt brand, which often feature original art-inspired prints, said the tie-up with John Lewis “aligns perfectly with Blake Mill’s vision of delivering standout fashion that combines artistic flair with craftsmanship”. 

It said the collaboration “promises to bring customers shirts that reflect both brands’ dedication to innovation and quality and provide an opportunity for shoppers to experience clothing that ‘tells a story with every stitch’”.

Ken Price, CEO of Blake Mill, added: “This partnership is a fantastic opportunity for us to bring our unique designs to a broader audience, and we look forward to seeing our shirts resonate with John Lewis’s customers.”

Bimbola Akinloye, Direct to Customer Fashion Buyer for John Lewis also said: “We are always looking for innovative brands that deliver something special for our customers, and Blake Mill’s exceptional designs and dedication to craftsmanship align perfectly with our values.”

Third-party fashion brands have become a major part of the department store chain’s major strategy, which includes big changes within its buying and merchandising teams across fashion.

John Lewis spokesperson said: “As we look to turbocharge our business and offer the best possible products to customers, we’ve proposed some changes to our buying an merchandising teams including the creation of nearly 50 new roles.”