Natural History Museum grows apparel offering

Fashion UK produces new range for M&Co using artwork from recently launched style guide.

The Natural History Museum has expanded its apparel offering, with its official children’s apparel licensee Fashion UK creating an exclusive range for M&Co.

Using artwork inspired by the museum’s recently launched style guide, the range includes three children’s t-shirts and a hoodie.

Aimed at children aged three to 13, it is available exclusively at M&Co, both in-store and online.

The artwork for the range is based on Explore the Plains, one of the four style categories offered by the recently published Natural History Museum children’s style guide. Key phrases like ‘fossil hunter’ and ‘explorer’ can be seen in the graphics across the range.

The childrenswear is being supported by POS material, both online and in-store, highlighting the museum and the work that it does.

Maxine Lister, senior licensing manager at the Natural History Museum, said: “Apparel is an area with great promise for the Natural History Museum brand, and our style guides are already proving important enablers for licensees.”

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