Wayne & Gerardine create haberdashery range for John Lewis
September 10, 2012 - United Kingdom
John Lewis is launching an exclusive haberdashery range with design duo Wayne and Gerardine Hemingway. The collection brings together John Lewis, which started as a haberdashery shop in 1864, and the Hemingway’s, who’s roots stem from dressmaking and textiles, for the first haberdashery collaboration for the department store.
Inspired by historical designs from the 1930’s to the 1970’s the collection uses a neutral and warm colour palette to give the items a vintage look and feel. The 25 piece range is available in five different designs and comprises of sewing essentials such as pin boxes, fabric bags, needles and buttons. In addition there are also some accessories available such as note pads, clutch purses and vanity cases.
John Lewis Haberdashery Buyer, Sam Drysdale says ‘This collaboration was a natural choice for John Lewis, as both ours and Hemingway’s foundations are in haberdashery. Sales of sewing products are increasing, and we are seeing a lot of new customers who are looking to take up sewing. We expect the range to appeal not only to our existing haberdashery lovers, but also to attract a younger demographic.
Designer, Wayne Hemingway says ‘My family were avid dressmakers and I always remember being surrounded by fabric and having thread on my shoes as a child. In Gerardine I married a lass whose haberdashery and dressmaking passion led to the formation of our our first brand Red or Dead. I am very excited about this collaboration, and the heritage that John Lewis and I share makes it the the perfect partnership.’
The John Lewis Partnership - The John Lewis Partnership operates 37 John Lewis shops across the UK (29 department stores and eight John Lewis at home), johnlewis.com and 284 Waitrose supermarkets. The business has an annual turnover of nearly £8.7bn. It is the UK's largest example of worker co-ownership where all 81,000 staff are Partners in the business.