Meet our Friends: Lovelane Designs

12th February 2019

Words by Anna Whitaker

Costumes are LIFE at ToyDrop Towers. We’ve been through animals, princesses, dinosaurs and superheroes with a good hi-vis jacket and fireman’s hat thrown in for good measure. But while any decent toy shop will sell you a basic cape or plastic accessory, it’s brands like Lovelane Designs who’ve really upped the stakes in the fancy dress department.

The playful designs are the amazing creations of Lane Heurta, the adventurous soul at the heart of the brand. She founded Lovelane in 2006, after moving from San Francisco to a sunny Victorian house in Savannah, Georgia.

What started with screenprinted tea towels, pillows and other home décor – which she sold at local craft fairs – soon developed into these imaginative children’s designs which captured the world’s attention.

In 2014, Lovelane’s Play Hard childrenswear was featured on Etsy’s homepage and its success was immediate. The world suddenly realised what it was missing and demand for these handsewn, American-made creations went global.

Today the range has expanded beyond capes and crowns to mythical creatures, mermaid and misfits, with DIY kits to boot. And if you’re into the crafty thing, Lane even published her first book, Superhero Sewing, in 2017. It’s packed with 20 easy-to-intermediate projects and available for us Brits here, to whip up our own creations at home (World Book Day anyone?)

So whether you’re after the perfect gift for someone with an A* imagination, or you’re ready to release the magic into your own fancy-dress box, Lovelane Designs is the perfect place to stop by, browse and dream up their next big adventure.

Lovelane Designs are available from Etsy or their own website, Lovelane Designs. Lane’s book, Superhero Sewing, is available in the UK right here.

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