Novel Mart: Clothing That Blends Fashion With A Love Of Food

“A nostalgic love letter…” Launched during the middle of lock-down, Novel Mart is a playful online clothing company, that blends fashion with a love for food.

Novel Mart is a nostalgic love letter to the holiday food and drinks that we were all missing out on during lock-down. It’s a playful online clothing company that blends fashion, with a love for food.

Already loved by celebrities and pop-stars such as Ella Eyre, Joel Dommett, and the Made in Chelsea cast, Novel Mart’s unisex t-shirts, caps, swimwear, and sweatshirts swap out college names for food and drink, instead. Whether you’re into dim sum, burrata, gnocchi, negronis, or margaritas, you can boldly celebrate and wear your favourite foods and drinks in the same way that you’d wear your favourite sports team.

The range is the perfect summer-holiday attire, from comfy-soft airport hoodies, to fun swimwear, to caps and beach towels emblazoned with your favourite tipples. Available in a variety of colours, each premium cotton Novel Mart piece offers a minimum of four colours as standard, with some key styles offering up to six.

Then there’s the sustainability element. Each clothing piece is made to order, dramatically reducing wastage.

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After losing my job during the first wave of pandemic redundancies, I was looking for a temporary way to make ends meet. By being stuck in one place during lock-down after having a job where I was travelling 80% of the time, I had the rare opportunity to take stock of my life,” said Novel Mart’s Founder, Lucas Nicholson.

Throw in the heatwave of 2020, and not being able to socialise or see friends, the feeling of nostalgia was palpable. I had the idea to create a range of food and drink based merchandise using nostalgia that I was feeling off the back of these experiences,” concluded Lucas.

Prior to launching Novel Mart, Lucas initially set up a video production company that made videos for brands such as Paul Smith, Ben Sherma and Tommy Hilfiger. After this, he moved into retail, where he worked for the emerging fashion start up, E.Tautz in the sales department.

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