Natural Background Museum launches childrenswear with John Lewis

The Natural History Museum in London is rolling out its first childrenswear collection with John Lewis, alongside licensee Bro Global Group. 

The sustainable fashion collection for children aged 3 to 12 years old is a gender-neutral range featuring T-shirts, sweatshirts, long-sleeved tops, leggings and joggers.  

The graphic collection is inspired by the wonders of the pure world and aims to motivate a love of our world. A message that is mirrored by the sustainable fabric in the collection with BCI natural cotton used over the range with only water-established print techniques.

Maxine Lister, mind of licensing at Natural Background Museum, said in a declaration: “It's been a real pleasure to utilize the team at Bro to develop this original partnership with John Lewis. The crew have really embraced our design guides and also have used the property to great effect. Crucially, in addition they understand our ambition to work with sustainable fabrics whenever we can and have caused us to bring this to life and inspire another generation to embrace nature.”

Fiona Sorge, childrenswear client at John Lewis, added: “The inspiration behind the number was to provide fun and educational apparel for youngsters to celebrate the environment and remind them how important it is that we attention for our planet and the many animals that share it around. We are so very happy to be launching the collection specifically at John Lewis.”

The John Lewis x Natural History Museum collection is obtainable online now at johnlewis.com and you will be available in 12 stores. Prices range between 14 to 26 pounds.