Print Story: The Whitstable Floral

12th March 2018

Our love of floral prints is no secret, so it will come as little surprise to learn that we’ve built a small collection around one of our favourite new season prints, the blooming beautiful Whitstable Floral. Original painted and hand-drawn prints are our speciality, this season’s offering is no exception.

This summer print’s seaside connections come from a field trip to Whitstable on the Kent coast via the Salutation Gardens in Sandwich. Described as ‘a plant lover’s paradise’ the gardens were designed in 1912 and incorporate a mix of rare and heirloom plants. Our print design team spent some quality time sketching and painting in this beautiful place before moving on for some coastal inspiration to the popular seaside town of Whitstable. Famous for its annual Oyster Festival, Whitstable is also home to a myriad of brightly painted beach huts. It was these colours that made their way to the finished Whitstable Floral print that you can see on some of this season’s best-loved products.

You may recognise this print if you’ve been in-store lately, it’s the floral that graces the collectible bags that you carry your goodies home in.

Here are some of our favourite pieces from this season.

The Laurel Boyfriend Shirt

This long line cotton shirt is cut to a boyfriend fit to make it one of the most comfortable and versatile pieces you’ll wear this season, a true weekend winner that can be dressed up or down.

The Oona Bardot Top

Get ready for warmer weather and to bare those shoulders with this easy-to-wear Bardot top. Cut to drape, with fluted sleeves and of course, this season’s floral print.

The Riviera T-shirt Dress

Pair a cotton jersey t-shirt dress with sandals or flip flops and you’re ready for summer. This bright and beautiful floral print makes this one particularly special; flattering and easy-to-wear it’s the dress version of our much-loved jersey Harbour top.

The Harbour Printed Top

Our iconic jersey print top is ideal to show off our new floral print. Made from soft cotton and cut to the same shape as our original Breton jersey, it’s a seasonal must.

How will you be wearing the Whitstable floral?


  • Sophie kidd

    19.03.2018 at 21:38 Reply

    This is so surreal! I grew up in this small seaside town!, and studied print design. So weird to come across this social story on a big platform like Instagram and feel a connection. Prints and colours look amazing! Can’t wait to see it in person.

  • C Fall

    20.03.2018 at 11:54 Reply

    The beach huts are not in Whitstable they are in Hamptons, Herne Bay!

  • Liz boys

    21.03.2018 at 04:39 Reply

    What a beautifully collections and as Whitstable native myself enjoyed reading the blog. However, the beach huts are not in Whitstable but Herne Bay.

  • Lynne Pardoe

    26.03.2018 at 09:52 Reply

    At last Joules goes back to florals!! I’ve missed them the last few years, I thought you’d just used them to get known then dumped them, but they’re back!!! I’ve already got a couple of things from this season but florals are so cheerful there’s always room for more! S’cuse me, must go I’ve shopping to do!! 🙂

  • Caro Fenice

    26.03.2018 at 16:05 Reply

    Loving this seasons print. Lived near Salutation Gardens for years and a regular visitor to Whitstable.
    Stripes and these gorgeous floral designs are just lovely.

Post a Comment