Named JJXX, it will be available to buy online and in stores across Europe from October 2021.
Created as a womenswear version of Bestseller’s Jack & Jones label, JJXX is aimed at a young demographic and will also be denim focused.
The collections will include essential pieces and trend-led products.
The name JJXX stems from the brand being created n 2020 – “XX” stands for 20 in Roman numerals, and also represents the female chromosome.
Wholesale sales begin on 1 May and the price range has not yet been revealed.