Natural History Museum Teams with ROKA
Natural History Museum has announced a new collaboration with the premium bag and apparel brand, ROKA London. A cult favourite amongst commuters and travellers alike, ROKA London has worked closely with the Museum’s Licensing team to develop a new style that puts a contemporary and urban spin on the traditional ‘field bag’, often used by scientists working outdoors.
The soon to be must-have Waterhouse Field Backpack takes its name from Alfred Waterhouse, the architect of the iconic South Kensington building which first opened its doors in 1881. Incorporating both the Museum’s vision of a sustainable future and ROKA London’s emphasis on recyclable materials, the backpack’s main waterproof canvas material is made from recycled plastic material (rPET). Sourced from post-consumer plastic such as plastic bottles, this collection is breathing new life into a material that is not biodegradable.
Whether you’re conducting scientific research in the field, or embarking on your intrepid morning commuting, the Waterhouse Field Backpack has been developed to safely stowaway your tools and equipment, protecting them from nature’s harshest elements. Set to launch in early 2024, the Waterhouse Field Backpack will be available in exclusive colours Ash, Atomic Orange, Deep Blue, Flax and Moss.
Emma Russell, Senior Licensing Manager at the Natural History Museum says: ‘The Museum has long admired the ROKA London brand and their ability to seamlessly integrate fashion, sustainability, and practicality within their collections. We know first-hand how well designed and crafted their bags are and it has been a delight to work alongside the ROKA London team to create a new style that suits a wide variety of lifestyles, agendas and expeditions. We’re incredibly excited to launch the Waterhouse Field Backpack and we hope our audiences will love using these bags as much as we have developing them.’
Dubbed the ‘Cathedral to Nature’, over five million curious minds make the voyage to the Natural History Museum each year to see for themselves the vast collection of specimens that continue to shape our understanding of the natural world. Whether it’s to see the awe-inspiring goliaths of the deep past, or marvel at meteorites and moon rock, these rare treasures capture the imagination of young and old alike, sparking a fascination with science that can last a lifetime.
Peter Gough, Chief Operating Officer at ROKA London says: ‘It’s an honour to partner with such an iconic museum in London with this launch which raises awareness for environmental conservation and our combined passion for sustainability.’
The Waterhouse Field Backpack, developed in collaboration between the Natural History Museum and ROKA London, launches early 2024.
