10 Years 10 Prints brings together a print from every year of Sea Apple from 2016 to 2025.
Each of the ten archival designs has been recoloured and reimagined for today, showcasing the
progression of our style through the years, but reinterpreted for a new audience.
10 Years ago, we launched our first print collection, A Day at Sea.
A small capsule of five prints, the collection imagined how an ordinary day at sea could bring you to places a little more unexpected.
Each print was a chance to dive a bit deeper, uncovering meaning, memory and intention from things that at first appeared ordinary.
Treasure Map
A Day At Sea (2016)
A pirate ship, a raft at sea, unexplored islands, lost treasure? “X” marks the spot. Treasure can be hidden wherever you want to find it in this print of a reimagined treasure map. Let your finger trace the details of castaway routes as you explore forested isles, whirlpools at sea and maybe even find a message in a bottle.
Catch Me
123 Play (2017)
What were the things you caught, or dreamt of catching, as a child? Catch Me collects all of these childhood treasures in a whimsical hand-drawn print. Spot little spiders, marbles, butterflies, sea shells and longkang fish in a bag. These are what little memories are made of - treasures that occupied our whole world when we were young.
Retro Plaid
Summer Festival (2018)
Feature prints in a collection often dominate the spotlight, but at Sea Apple, complementary prints like this Retro Plaid always earn their keep in our mindshare. We dream up stripes, lines, checks, ginghams and all manner of geometric designs to stand alongside our illustrations. These give our collections architectural balance and always remain crowd favourites.
Something Fishy
Fishy Business (2019)
A collection inspired by a night out at a sushi restaurant, Fishy Business saw the launch of sushi inspired prints like Tamago, Chopsticks, Chirashi and Wasabi. In this print Something Fishy, we adopted a ballpoint-pen drawing style that we often revisit to create an underwater world and all the amazing details one might find there.
Runaway Dog
Land Of Lost Things (2020)
Where do lost things go? And do they ever come back to us? As children, our minds often wander to honest and yet puzzling questions like these. We tried to provide an answer for curious minds in The Land of Lost Things - a world we imagined where things, here one moment and lost the next, might go. Runaway Dog was one of them. Off for a moment on a small adventure, he would always circle back and find his way home to you.
Simple Joys
Good Morning, Good Night (2021)
Born out of long days at home during the Covid lockdown, Good Morning, Good Night was a collection of dreamlike prints and rest inspired illustrations that formed our first organic sleepwear collection. The print Simple Joys was a pause to celebrate everyday moments and the happiness they bring. Splashing in puddles, curling up on a sofa, a warm bath, reading a book - these are what ordinary joys are made of.
Turtle
Good Things Take Time (2022)
In a world that is constantly on the move, we launched Good Things Take Time to remember and celebrate the benefits of slowing down. Haste and hurry can sometimes be counterproductive; slow and steady may often win the race. In this collection, typically “fast” animals like the cheetah and rabbit learn the virtue of being in the moment, in prints where they learn to grow a plant or practise yoga. And otherwise “slow” animals like the turtle and sloth are celebrated for their steadiness and calm. Turtle teaches children the power of slowing down, and the value of running the race at their own pace.
Supernova
Back To The 90s (2023)
Back to the 90s saw us take the nostalgic bandwagon and rewind to a time when cassette tapes, dot matrix games and dial up internet ruled. A wonderful period of youthful Y2K-inspired energy, the 90s gave us plenty of material and emotion to draw from - with its analog references and the dawn of the internet. Supernova was our take on the hopeful vigour and seemingly boundless energy of those times - it seemed like a generation was on the cusp of changing the world, and it did.
Clement Croissant
Charlie and Friends (2024)
In 2024 we started Charlie and Friends - a series of characters original to Sea Apple. What began as a few casual drawings and lunchtime jokes evolved into a family of characters that we now call Sea Apple’s “friends”. Charlie Apple leads the pack, and it is a fun crew. Clement Croissant is the thinking croissant. He is a bread of many layers, quite literally. You will find him and his friends on many of our designs and products in store today.
Sunshine
Field Day (2025)
Happiness and joy abound in Sunshine, a print with simple hand drawn flowers that also resemble suns. Part of our collection Field Day, the print was made after we took to the greens to have a great day out in the sun. Nothing more, nothing less.
A collection may begin its life simply. But as is often the case with simple things, layers of meaning can be uncovered if we choose to look at things differently, or in ways that others might miss. Because this is where great stories lie - in details that are all around us, but hidden in plain sight.
Today, the Sea Apple design voice is one that is rooted in storytelling, a graphical and modern art style, and reflective and purposeful thinking. We continue to use every collection as a means to explore interesting ideas for children, so that we keep putting out designs that are deserving of their sense of imagination, and that challenge how one might think of a children's brand.
Like every little person that has shared paths with us in the past decade, Sea Apple has grown in many ways. And yet, certain things have remained the same - the joy of telling stories, the innocence and simplicity of working with children, and the magic of uncovering great design when it happens.
We hope you enjoy the collection!
