Peter Rabbit hops into Joules

Penguin Ventures and the British fashion retailer partner on exclusive clothing collection for kids based on the classic Peter Rabbit books

Written by Rhys Thomas

Posted 20.06.2019 | Retail

Peter Rabbit hops into Joules thumbnail

Peter Rabbit is hopping into Joules stores in a partnership between the British clothing label and Penguin Ventures.

A new collection of Peter Rabbit clothing designed by Joules will be available exclusively from the retailer. It stretches across 22 items that combine classic illustrations from the children’s books and Joules’ own signature floral print, which Laura Douglas, Director of Design a Joules calls “something very fresh, fun and distinctly Joules”.

“It’s been a real pleasure to collaborate with such a beloved and iconic brand as Peter Rabbit,” she adds.

Baby grows, appliquéd sweatshirts and Joules’ classic knitted leggings all feature in the range, while older Peter Rabbit fans have a range of outdoor coats and wellington boots, character t-shirts and socks to choose from. These items, including soft-cotton tops, dresses, coats and t-shirts, are available for children aged one to six.

Thomas Merrington, Creative Director at Penguin Ventures, says: “We’re incredibly proud of the new Peter Rabbit Collection that Joules is launching this summer. As a much-loved lifestyle brand inspired by the British countryside,Joules’ mission to make the ordinary extraordinary chimes with the values of Peter Rabbit and we’re delighted to bring the character’s own brand of mischief to Joules customers.”


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