New sustainable fashion has been inspired by the wonders of the natural world.
The Natural History Museum has developed its first childrenswear collection with John Lewis, created alongside licensee Bro Global Group.
Aimed at ages 3-12 years, the gender-neutral range consists of t-shirts, sweatshirts, long-sleeved tops, leggings and joggers, with graphics that encourage a love of our planet, a message that is mirrored by the sustainable fabrics used to create the collection.
BCI Cotton was used across the range with only water-based print techniques.
“It has been a real pleasure to work with the team at Bro to develop this unique partnership with John Lewis,” said Maxine Lister, head of licensing at Natural History Museum. “The team have really embraced our style guides and have used the assets to great effect.
“Crucially, they also understand our ambition to use sustainable fabrics wherever possible and have worked with us to bring this to life and inspire the next generation to embrace nature.”
Fiona Sorge, assistant buyer at John Lewis, continued: The inspiration behind the range was to provide fun and educational clothing for kids to celebrate the environment and remind them how important it is that we care for our planet and the many animals that share it with us.”
George Birtchnell, head of licensing at Bro Global Group, added: “It has been a joy working with the team at the Natural History Museum on this range. Special shout-out to our design and merchandise team for bringing this collection to life.”