The co-branded line, targeted to boys ages 2 to 12, is now available at John Lewis stores nationwide and online for the fall/winter season.
Designed by John Lewis in-house, the line includes four different designs–x-ray, radio broadcast, first computer and racing car–inspired by images in the Science Museum collection.
“The John Lewis childrenswear design team hand-picked a selection of our images which were then worked up into designs on the pajama tops,” says Brenda Conway, senior creative manager, SCMG. “We then asked our museum curators to come up with matching ‘Did you know?’-style science facts, which are printed on the sleeves. We love the fact that kids will still be able to learn about science as they go to sleep.”
SCMG is currently looking to expand into apparel for girls and adults.