John Lewis joins up with Seasalt fashion house

John Lewis joins up with Seasalt fashion house

The new collaboration between high street giant  John Lewis and the innovative fashion company from Cornwall Seasalt are celebrated the launch in great style on London’s Golden Hind. Seasalt will be launching their spring/summer 2012 collection for  John Lewis this coming February.

The Cornish company were inspired to create their new ‘Artists in Potters’ collection after finding an old photo taken in the 60’s of Barbara Hepworth, the famous sculptor from St Ives. The collection has been designed for 5 John Lewis stores, including the flagship store on Oxford Street and will be available online.

The photograph which was taken in Hepworth’s studio gave Seasaltthe original idea to create the collection. Garments inspired by the same clarity of light and maritime heritage that influenced generations of artists, such as the great Cedric Morris and Ben Nelson who came to St. Ives for its natural creative atmosphere, are reflected in the Artists and Potters collection today.

A spokesperson from the John Lewis buying team expressed their delight with the business venture: ”We are delighted to be welcoming Seasalt into John Lewis as we are still seeing a demand for nautical style trends. Our customers are always looking for new and exciting pieces, so we are pleased to include this refreshing brand into our casual offer.’

Helping Seasalt celebrate the launch and to get the seaside party atmosphere started upon the replica Tudor warship is Seasalt’s sponsored sea shanty group, Du Hag Owr. Not only will traditional Cornish music be supplied, but a delicious authentic Cornish pasty supper that you won’t find anywhere else!

The Golden Hinde was picked as an ideal location for Seasalt to celebrate their John Lewis partnership for its historic features. Best known for its circumnavigation of the globe by Cornishman Sir Francis Drake, the Tudor galleon eventually finished its journey in Plymouth, on the southwest coast of England. Now moored at Pickfords Wharf, London, the Golden Hinde will showcase not only the Artists and Potters collection, but Cornwall and St. Ives to a national audience also.

The Artists and Potters collection embraces Seasalt’s reputation for high quality, pretty, yet practical clothing that references nautical garments traditionally worn in St. Ives. Skirts, tops and jackets use textile designs that reflect the unique identity of the town, with names like ‘Hepworth Stripe’ and ‘Fore Street Flowers’.

Seasalt celebrated their thirtieth birthday this year, and still hold St Ives and its natural beauty as an inspirational place in their hearts. Neil Chadwick, Seasalt Creative Director said ‘St. Ives has a special atmosphere, and a unique history of British art. A walk around the streets of St. Ives, the little studios clustered amongst the granite cottages, the Leach pottery, and the Tate with its ceramic collection, were all an incredible source of inspiration. Thirty years later we’re still living and working in the area, which provides us with a source of inspiration daily.’