Must-have ‘I love NW5’ bags win over celebs

A canvas bag which has been endorsed by host of celebrities has become the latest must-have fashion accessory for residents in Kentish Town.

The stylish “I love NW5” is a labour of love by two parents trying to fundraise for their children’s school.

Emma Marlin and Lou Chamberlain are both on the Parents Teacher Association (PTA) of Eleanor Palmer Primary School in Lupton Street, Kentish Town.

The concept was the brainchild of Emma and her husband Andy Cowles, who lived in New York for a few years and were inspired by the “I love New York” logo.

Along with partner Lou Chamberlain, she has run a successful marketing campaign and managed to get the word out to celebrities.

Actress Fay Ripley, The Times food critic Giles Coren, fashion writer Polly Vernon and former T4 presenter Rick Edwards have all endorsed the bag.

Emma, of Leverton Street, said: “We wanted a bag that symbolised a sense of belonging and community. I think it’s important for children to feel that they belong.

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“It’s a symbol of our school and NW5 feels like a village. One of the things I love about Eleanor Palmer Primary is that there’s a nice sense of community.

“We raise as much money as we can to enhance the curriculum. We try to bring artists in to help make lessons come alive.

“My school was an important part of my life. I want to give the children the extras they would get at a private school.”

They initially produced a print run of 200 bags at Christmas, which they sold to parents.

Two weeks ago they decided to push sales of the rest of the bags through social media and now demand has outstripped supply.

Lou, of Burghley Road, said: ”Parents who bought the bags are saying that pesople are stopping them on the street and asking where they got them from.

“When we had the snow, we took the kids sledging on the Heath. We noticed lots of bags dotted round the Heath. I do feel a sense of pride when I see people carry them.”

n Bags are available to buy for �5 from They will also be on sale at the London Farmers’ Markets Plant Fair on Hampstead Heath.