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Tatty Devine bags it up with Mi-Pac

‘Dental bling and gin’ inspired collection launching with key retailers.

The Tatty Devine brand has broadened its portfolio to include a range of ‘dental bling and gin’ inspired backpacks and accessories with Mi-Pac.

Brokered by Glue Creative Thinking, the range sees the jewellery brand transformed into backpacks, weekend bags and washbags.

The range starts from £21.99 and launches both on and offline with the two brands, as well as retailers including ASOS, Anthropologie, Simply Be and Debenhams.

Each aspect has been carefully considered, down to Tatty Devine’s signature guitar pick logo being used as the zip pull.

“We are beyond thrilled with the final outcome of the collaboration, the designs are a smooth addition to our growing range of licensed products and Mi-Pac completely understood how to translate the classic collection into a new dynamic that would be loved by our consumers,” said Rosie Wolfenden, MBE, co-founder and md of Tatty Devine.

Carla Bowden, founder and director of Glue Creative Thinking, continued: “With both brands being so similar in their aesthetic and ethics a collaboration between the two made sense. They both pride themselves on creativity, individuality and quality and the range is a pure example of why they are both so popular.

“The range allows the user to express themselves and their love for both brands and we certainly hope we see more of this partnership in the future.”

Leigh Kilby, marketing marketing at Mi-Pac, added: “When Glue approached us to collaborate with Tatty Devine, we jumped at the opportunity.

“We pride ourselves on our Mi-Pac collaborations as they introduce a new customer to the Mi-Pac brand and this collaboration has allowed us to use the unique but recognisable Tatty Devine icons across our known ranges.”

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