And/or

[nopainnogainz]

Is this only stocked by John Lewis? Who is it aimed at? If I like them who else would I like?

I’ve always assumed it’s a JL brand. I think it’s a bit like mint velvet and hush except for undies which always surprise me when I see them pop up in searches and they seem a little less functional and comfortable than the outerwear.
Because of the undies contradiction I can’t figure out who it’s aimed at.

Ha yes the undies seem random don't they!

I think of it as a sort of cheaper &OtherStories, possibly because of the punctuation 😁

I think it's aimed at 25-45ish. It's not quite as pseudo-directional (best descriptor I can think of!) as Kin, not quite as ubiquitous as Hush, a bit better curated than Zara. I have some great jeans from there but I don't know if I'd have paid full price.

I think it's a JL in-house brand. I've had a few really nice pieces from them lately - plain t-shirt in really good heavy cotton for the price, and a lovely blouse. I do check their range when I'm in.