John Lewis launches POSITIVE PATTERNS - an exclusive collaboration with well-being brand PATTERNITY in first-ever collection spanning Home and Fashion
Department store works with the design duo famous for using pattern to encourage people to slow down, be more mindful and appreciate the world
John Lewis has partnered with design team PATTERNITY to launch its first ever Fashion and Home collaboration, encompassing both homeware and athleisure. The PATTERNITY+ John Lewis collaboration celebrates the fundamental shapes and textures of life, encouraging patterns for positive living.
Founded in 2009 by 'cult pattern pioneers' Anna Murray and Grace Winteringham, PATTERNITY was born from a drive to use pattern as a tool to explore, innovate and inspire mindful living through design.
The 100+ piece collection will be available at Oxford Street, Leeds, Bluewater, Birmingham, Cardiff, Kingston, Liverpool, Stratford. The collection features PATTERNITY's bold graphic patterns and positive mantras on John Lewis products. The collaboration starts at £12 for a soap dispenser and £25 for a bra top, to £99 for a coat and £150 for a rug.
John Lewis's in-house team worked closely with PATTERNITY duo Anna and Grace to create the powerful collection which reflects the pattern of our lives and how it is shaped by the objects we use, the places we visit and spaces we live in. From cushions which are designed to create mindful daily rituals of comfort and consideration, to athleisure wear with bold patterns and inspirational mantras to encourage moments of daily reflection and appreciation in modern life.
The 50+ piece athleisure collection ranges from bra tops, t-shirts, jumpers, jackets, dresses leggings, shorts, parkas and pac-a-macs. With bold patterns and inspiring slogans, the collection focuses on black, white, grey and aqua.
The 45 piece home collection includes cushions, rugs, home fragrance, towels, bedding, rugs, and bathroom accessories. It's use of the signature Ripple, Ritual, and Reflect patterns brings a bold aesthetic to beautifully-made everyday items made from materials including 100% organic cotton.
'This collaboration is a celebration of the power of pattern to positively connect different areas of our daily lives' says Anna Murray, PATTERNITY co-founder. 'It is a playful exploration of the fundamental shapes, rituals and textures that make up life and we hope it will help inspire people to consider pattern in a much deeper and more meaningful way.'
'We chose to collaborate with John Lewis as it is a brand which really evokes a sense of quality at an accessible price' says Grace Winteringham, PATTERNITY co-founder. 'It is an iconic household name but it's clear that as well as having this timelessness John Lewis is also super forward-thinking, and it's exciting that we are part of a collaboration which has merged fashion and home products for the first time.'
Philippa Prinsloo, head of home design at John Lewis: 'PATTERNITY took as a starting point a day in our customers' lives, designing products which fit seamlessly into the way we live today. I love the sense of calm and purpose that is inherent to their use of pattern, and the positive way it's been applied to the products in this collaboration. It's practical while retaining a sense of thoughtful design.'
Notes to editors
About PATTERNITY - Since 2009, Anna Murray and Grace Winteringham have been decoding the visual rhythms and cycles of everyday life. Inspired by a deep-seated belief in the power of pattern to positively change the world and expand our lives, they created the world's leading online archive of pattern imagery, both man-made and natural. From its East London base.
PATTERNITY swiftly grew from an award winning portal of mesmerising imagery to become a fully fledged interdisciplinary creative studio, with a programme of events and educational initiatives dedicated to encouraging and enhancing well-being through the appreciation and understanding of pattern, both seen and unseen, in the world around us.
PATTERNITY-designed product ranges are sold in major museums and iconic retailers worldwide. The first book, A New Way of Seeing, was published in 2015, followed in 2017 by Be Great, Be Grateful, a gratitude journal and guidebook to inspire people to incorporate patterns of positive thinking and behavior into everyday life.
John Lewis - John Lewis operates 49 John Lewis shops across the UK (35 department stores, 12 John Lewis at home and shops at St Pancras International and Heathrow Terminal 2) as well as johnlewis.com. John Lewis, 'Best In-Store Experience 2017', 'Best Furniture Retailer 2017,' 'Best Homewares Retailer 2017'*, stocks around 350,000 separate lines in its department stores and johnlewis.com across fashion, home and technology. Johnlewis.com is consistently ranked one of the top online shopping destinations in the UK. John Lewis Insurance offers a range of comprehensive insurance products - home, car, wedding and event, travel and pet insurance and life cover - delivering the values of expertise, trust and customer service expected from the John Lewis brand.
*Verdict Consumer Satisfaction Awards 2017
For further information please contact:
Home PR Team
Sian Grieve, Senior Communications Manager, Home and Technology
Telephone: 020 7592 6887
Emma Cole, Senior Communications Officer, Home
Telephone: 020 7798 3829
Fashion PR Team
Emma Moran, Senior Communications Manager, Fashion and Beauty
Telephone: 020 7592 6058
Georgina Earnshaw, Communications Officer, Fashion and Beauty
Telephone: 020 7798 3874