Project Blu becomes ‘A Friend Of’ British lifestyle brand Joules

We are thrilled to announce that we have recently joined the Joules family alongside a host of handpicked British independent businesses as part of ‘Friends of Joules’. 

Established in Britain by Tom Joule three decades ago, Joules is a premium lifestyle brand with an authentic heritage. The brand’s new online marketplace ‘Friends of Joules’ is perfectly curated for a contemporary country lifestyle, bringing together hundreds of products, including a great selection for four-legged friends, all in one place. With a focus on quality, craftsmanship and ‘making the ordinary, extraordinary’, it’s a must-shop destination.




Founded in 2019, we are the first wholly dedicated eco friendly fabric pet product supplier in the UK. All products, including fabric dog beds, cat beds, collars, leashes and toys are made from 100% recycled fabric and fillings, manufactured from ocean bound plastics and clothes that were destined to pollute the environment.


Geryn Evans, Founder of Project Blu says: “Following our launch just over 6 months ago, we continue to forge partnerships with the very best of British lifestyle brands who recognise the importance of offering sustainable products to their customers. Following our launch into John Lewis, our alliance with Joules is a testimony to a shared ethos and passion for sustainability and a great example of two like-minded lifestyle brands working together. We hope that Joules customers enjoy our products for their style and sustainability, as much as we’ve enjoyed designing them.”




Having evolved Project Blu from already established lifestyle pet brand ‘Ralph & Co.’, Geryn personally curates each individual product design. The eco friendly pet product designs are inspired by the sea, and available in the range of colour-ways that compliment Joules’ nautical style. Practical, stylish and durable, whilst boasting some serious sustainable credentials, the collection is perfect for fashion-forward pets and their eco-conscious owners.


Emma-Marie Burrows, Friends of Joules Marketplace Commercial Manager says: “Friends of Joules is an incredibly exciting new chapter in Joules’ story, bringing together the perfect mix of British brands for our country loving customers. We’re delighted to have Project Blu join us, their brand and vision is so aligned with our own and we’re thrilled to introduce them to our customers.”


You can now shop Project Blu at Joules

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