Created in partnership with the retailer alongside licensee Bro Global Group, the new apparel range of t-shirts, sweatshirts, long-sleeved tops, leggings and joggers has been produced for kids aged between 3 and 12 years old.
The nature themed graphics printed on the garments – all of which were achieved by using water-based print techniques – are emblazoned on fabric containing BCI Cotton, an industry standard which certifies provenance and sustainability.
This follows another foray into the fashion field last year when the museum teamed up with sustainable surf brand Finisterre to release a capsule collection.
“It has been a real pleasure to work with the team at Bro to develop this unique partnership with John Lewis,” says 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.”
The range can help children “celebrate the environment and remind them how important it is that we care for our planet”, according to Fiona Sorge, childrenswear buyer at John Lewis.
The full collection is now available online via the John Lewis website and will be rolled out to 12 stores when lockdown restrictions are lifted.