Peanuts, Vayyu Launch Sustainable Apparel

WildBrain CPLG has secured a deal on behalf of Peanuts Worldwide with lifestyle brand Vayyu. The new line will be Vayyu’s first licensed apparel collection featuring Charles M. Schulz’s Peanuts characters, launched on Earth Day.

The sustainable apparel line included t-shirts, sweaters, hats and more for men and women and will be available at Vayyu.com and select retailers.

The apparel line features designs by students from Nottingham Trent University in the U.K., following a fashion design competition supported by Peanuts Worldwide and Vayyu. Final year students in NTU’s BA fashion design course were challenged to develop a unisex collection called “Snoopy Just Got Green.”

“With consumers looking to make more environmentally-friendly choices, we knew that Vayyu’s commitment to creating ethical and sustainable products would make them an ideal partner to expand our premium apparel offering for Peanuts,” says Tara Botwick, senior director, territory management, EMEA, Peanuts Worldwide. “What’s more, the Nottingham Trent University students have done a fantastic job at immersing themselves in the Peanuts archives and creating concepts that were focused on protecting the environment and natural world. The whole collection is timely, eye-catching and bold. We’re confident this is just the start on a successful long-term partnership with Vayyu.”

More than 50 students took part in the competition and the designs were judged by the university’s lecturers and representatives from Peanuts Worldwide, Vayyu and WildBrain CPLG. Competition winner Alex Bolton, and  runners-up Tom Chin and Alice Doyle, will see their designs included as part of the Vayyu x Peanuts collection, stocked at a Vayyu pop-up shop in London this summer and NTU’s campus store. The students also receive a set of the final collection garments featuring their respective designs, a percentage of the net profit from sales made of their designs and work experience with Vayyu.

 “The Peanuts and Vayyu collaboration has been a fantastic opportunity for our students to work on a real-life design project with a focus on sustainability,” says Emma Prince, course leader, BA fashion design, Nottingham Trent University. “The students have learnt so much, utilizing their design skills and combining that with graphics and character licensing – there’s been some amazing outcomes and we’re very excited to see their designs become part of Vayyu’s first collection.”

The Peanuts x Vayyu collection and the NTU design challenge is part of Peanuts Worldwide’s “Take Care with Peanuts” initiative, a global multi-year enterprise “encouraging everyone to take care of themselves, each other and the Earth.” In honor of Earth Day, Peanuts Worldwide has also recently released its latest original short as part of the campaign titled “Take Care of the Earth: Choose to Reuse.”

“With Peanuts being one of the world’s most iconic brands and Vayyu leading the way in sustainable luxury fashion, it’s hugely exciting to champion environmental conservation together,” says Chris Desai, founder and director, Vayyu. “The remarkable ‘Take Care with Peanuts’ initiative shows how brands can lead the way in making this world a better place and as we continue driving sustainability in fashion, we’re proud to bring this new collection to market.”