Moomins signed for sustainable fashion collection

Caroline Mickler secures deal with Fair Trade fashion house People Tree for dresses, pjs and other staples featuring the whimsical characters

Written by Rhys Thomas

Posted 01.04.2019 | Apparel

Moomins signed for sustainable fashion collection thumbnail

Fair Trade fashion label People Tree has picked up the Moomin license for a range of women’s dresses, knitwear and more in a deal sebured by Moomins UK agent Caroline Mickler.

The range, which also includes pyjamas, fleeces and t-shirts featuring Moomin imagery, will launch in Q4 2019 in the UK and then across Europe and into the US, Australia and Japan. The collection will be available in a variety of contemporary, versatile designs and illustrated with charming, playful images of the delightful Moomin family and their friends against a number of colourful backgrounds including fuschia rose, crimson, aspen gold, strawberry cream and royal blue, to name only a few.  

Caroline Mickler says: “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.”  


The new Moominvalley animation is rolling out across the world this year

People Tree is a women’s Fair Trade fashion label, whose products use ethically sourced, sustainable materials and organic cotton. Founded in 1991 by award-winning social entrepreneur Safia Minney, the company ensures that every product is made to the highest ethical and environmental standards from start to finish.

Melanie Traub, MD, People Tree, says: “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. We’re delighted to be working with this charming, much-loved brand.”

In the UK the range will be available at department stores, fashion retail and independent boutiques, as well as via the People Tree webstore.


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