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Fashion & Lifestyle | Highlights

BBC EARTH PARTNERS WITH COWELL FASHION

27 Apr - 2023

Tags from the story: BBC Studios, Cowell Fashion.

BBC Studios and Cowell Fashion has announced the launch of an eco-friendly outdoor clothing range, inspired by the BBC Earth genre-defining natural history programming in South Korea.

Following a licensing agreement with BBC Studios, the collaboration has launched a range of apparel and accessories that celebrate the wonders of our natural world and inspire customers to reduce their impact on the planet through sustainable fashion.

BBC Earth & Cowell Fashion’s Spring 2023 collection in available online. Embroidered icons of turtles, polar bears and elephants featured in the apparel range are inspired by the ground-breaking stories and characters from BBC Studios Natural History Unit’s documentaries.

The collection has also launched in 9 major departmental stores across South Korea such as Hyundai Department Store in Mia and Lotte Outlet Dongbusan.

Designed with sustainability at its core, the collection uses materials and manufacturing processes that have been environmentally considered  and are certified with the ‘Global Recycled Standard’ (GRS) label that verifies the recycled content of products, plus the environmental and chemical practices in their production.

Combating fast fashion with functional and convertible designs, detachable sleeves and hems in some models of jacket and pants provide comfort and flexibility to accommodate a wide variety of seasons and outdoor activities. The current product range includes windbreakers, hoodies, shorts, caps and more.

Mindful of the environmental impact in producing retail set-ups, the focus will be on strengthening the retail presence of these 9 stores in the current launch phase while expanding the collection’s presence on online fashion stores like Musina, that are popular among younger, eco-conscious shoppers.

Vice President, Brands and Marketing Sophia Spinelli, who leads BBC Studios Asia’s newly formed Consumer Products and Licensing team, says, “We’re so excited to be working with Cowell to launch this BBC Earth apparel line in South Korea. BBC Earth is one of our most powerful and recognisable brands worldwide, available as a linear channel in over 60 million households and with more than 326 million YouTube views in Asia alone, so we’re really pleased to now bring it to life off the screen as an apparel range for South Korean audiences. Our teams have been working hard alongside Cowell to bring this ambitious project to retail stores and ecommerce across South Korea and we are thrilled to partner with a such a prestigious global fashion company”.

Cowell Fashion Chairman Lee Soon-seop adds, “In the current climate crisis caused by environmental pollution, the BBC Earth apparel line was launched with the goal of making it easier and more convenient for consumers to experience eco-friendly values. Based on 9  offline stores and an online mall, we will start by introducing the values that BBC Earth represents in this clothing collection to Korean consumers, and after establishing ourselves as an eco-friendly lifestyle outdoor apparel line in Korea, we plan to expand to China and Asia. We are confident that we can reach out to  many more target markets who realize the seriousness of the climate crisis and the importance of going green, and that our clothing range  will be a good choice for them”.


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