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People Tree plans fair trade Moomin fashion line

Dresses, knitwear, t-shirts and more to launch in the UK and other major territories.

Fair trade fashion label People Tree is to launch a range of women’s dresses, knitwear, pyjamas, fleeces and t-shirts featuring Moomin imagery.

The range will launch in Q4 in the UK, and then across Europe and into the US, Australia and Japan.

The range will be available in a variety of contemporary, versatile designs and illustrated with images of the Moomin family and their friends against a number of colourful backgrounds including fuschia rose, crimson, aspen gold, strawberry cream and royal blue, among others.

The deal was secured by Caroline Mickler, the UK licensing agent for Moomin.

“The caring, kind and nature-loving Moomins are wonderfully suited to a line that is high quality and ethically made as well, of course, as colourful, fashionable and fun,” said Melanie Traub, md of People Tree. “We’re delighted to be working with this charming, much-loved brand.”

Caroline Mickler added: “The gentle inhabitants of the beautiful, unspoilt Moominvalley are a perfect fit with an apparel range strongly associated with sustainability. This agreement with People Tree highlights the wide-ranging appeal of the Moomin brand – and in particular its strength in the ethically produced adult fashion market.

“This wonderful range will, I am sure, be a major success with women in the UK and many other countries.”

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