Arabia is now entering into a new product category by launching Moomin Home Textiles with bedroom and bathroom collections.
The new collection features bed linen and towels from 100 % organic cotton in comforting muted tones and with stories woven into the fabric delight the grown-up consumer and everyone with a soft spot for the Moomins.
“Enjoying life’s small and big moments in the everyday is the Moomin philosophy as its finest. The comfort of the home plays an important role in those moments. Now we are bringing this inspiration from the dining room to the bedroom and bathroom as well”, says Mirka Paasikangas, Global PR and Communications Manager for Moomin Arabia.
The official marketing of the textiles starts in August with a campaign called Mooments of Coziness. With the home textile collections, Moomin Arabia promotes the softer values of life and encourages people to rediscover their comfort zone.
“In the world of ever-accelerating busyness, we are often told to get out of our comfort zone. We want to be the ones to announce that it’s ok to go back in it for a change”, says Paasikangas. “Hard times call for soft fabrics, so to speak”.
The Moomin Arabia textile collections are designed by Arabia’s own in-house design team in Finland. Head of Design Annika Tickle, illustrator Parvati Pillai, and textile designer Suvi Järvelin. The new trio brings solid experience from the fields of textile, fashion and illustration design.
Tickle and Pillai started already in early 2022 as the new design team for the Moomin Arabia tableware. Järvelin joined the Moomin Arabia Textiles team in December 2022.
“It has been inspiring to be part of the journey to launch a new concept and category within textiles for Moomin Arabia, working alongside a design team with global experience, ambitions and outlook”, Tickle comments on the process.
The first Moomin Arabia textile collections for the bedroom include duvet covers and pillowcases available in single and double sets and a quilted bed throw. For the bathroom, Moomin Arabia brings bath towels and two different-sized hand towels with selected Moomin characters. Designed especially for a grown-up taste, the overall look of the textiles is warm and comforting with a touch of Nordic lifestyle.
The Garden Party bed sheets and bed throw uses illustrations from the comic Moominvalley Turns Jungle (1956), where tropical seeds make Moominvalley grow into a jungle overnight.
The Lilja collection is inspired by the novel Finn Family Moomintroll (1948), where Hemulen travels to the Hattifattener’s island and finds astonishing new flowers to add to his herbarium.
In addition, many familiar Moomin characters have received their own pattern in the new bedroom and bathroom textiles. The towels wrap you comfortably in warm yellow, sweet lilac and fresh mint – either single-coloured or in stripes and with bright pops of red. The terry toweling is soft yet absorbent. Get ready for the cuddly embrace after a shower, a swim or a sauna!
All items are made to last, from 100 % organic cotton sourced from certified producers from Turkey, Greece and United States. The fabrics and final products are produced in Turkey. The OEKO-TEX® STANDARD 100 certification for Moomin Arabia textiles guarantees that the product does not contain harmful substances and is safe to use. From 2024 onwards selected Moomin Arabia textiles will be GOTS (Global Organic Textile Standard) certified to ensure organic content and ethical production.
Next year, Moomin Arabia is planning to extend the selection with cozy bathrobes as well as bathroom accessories for both adults and children.
The Moomin Arabia textile collections will be available worldwide starting 24 July 2023.