By Allison Watkinson
TLL Reporter
Rowing Blazers has partnered with Moomin Characters Oy for a licensed fashion capsule collection based on the Moomins brand.
The licensed Moomin collection features skiing-themed clothing and accessories in Rowing Blazers’ signature preppy style.
“Moomin is such a natural partnership for our brand,” said Rowing Blazers collaborations & PR manager, Tommy Cissel. “This collaboration allows fans of the Moomins to see their favorite characters in ways they’ve never imagined and truly harnesses the Rowing Blazers spirit of being a club for everyone.”
The apparel included in the collection are striped rugby shirts, Oxford cloth button-downs, polo tops, crewneck sweaters, graphic t-shirts and hooded sweatshirts. For accessories, the fashion brand is offering embroidered twill caps, club-style neckties and cashmere beanies with a Rowing Blazers x Moomin ski patch.
The collection is available for purchase exclusively through the brand’s e-commerce website.
“This collection feels like a wonderful tribute to the Moomins adventurous spirit,” said Moonin Characters creative director, James Zambra.
Created by Finnish-Swedish artist and author Tove Jansson, the Moomins first appeared in print in 1945 and went on to star in a series of illustrated books, short stories, comics and novels.
The books have been translated into over 60 languages and have inspired stage adaptations, TV series, films, games, music, exhibitions, theme parks and more.
Since its debut, the Moomin brand has developed an extensive fan base across Europe and is steadily gaining popularity in North America.
This new apparel collection will add to the Moomins existing licensing program in the US, which has expanded significantly this year to coincide with the brand’s 80th anniversary.
The partnership with Rowing Blazers was managed by King Features Syndicate on behalf of Moomin Characters as the U.S. licensing representative for the Moomins brand.
“This new collection perfectly joins together the bold self-expression of streetwear with the whimsical and playful world of Moomin,” said King Features senior director, Christina Nix-Lynch. “By collaborating with Rowing Blazers, we’re giving fans a new way to fuse nostalgia and their love of the Moomins with distinct style.”
Additional activations for the brand’s anniversary celebrations include a Brooklyn Public Library partnership and a new film that will be led by Rebecca Sugar and developed by Annapurna.
Owned by the family of Tove Jansson, Moomin Characters Oy Ltd is the official copyright holder of the Moomin character brands.
All characters from Moominvalley are trademark registered worldwide.
Rowing Blazers is an American clothing brand and design company that is known for its preppy fashion style and nostalgic licensing collaborations.
The company’s previous partnerships have featured well-known brands such as Babar, Winnie-the-Pooh, Paddington, Thomas & Friends, Magic 8 Ball and UNO.
Rowing Blazers has been a part of Burch’s brand portfolio since 2024.
Image Credit: Rowing Blazers/Moomin Characters Oy Ltd.