British Seed Houses has come up with a novel way to launch its new grass seed product AberSustain - by turning to fashion.
The company is growing a designer bag and hat from the seed which a model will show off at the 2013 Landscape Show in Battersea Park, London on 24 and 25 September.
The seed, from varieties developed at The Institute of Biological, Environmental and Rural Sciences in Aberystwyth, is aimed at garden designers and landscape architects and contractors and bred to thrive in typical British conditions.
British Seed Houses amenity manager Richard Brown said: "Architects and specifiers are continually looking for a seed mixture that does not compromise on quality or on ecological impact for their high profile landscaping projects. As budgets get tighter, often the quality and sustainable benefits of a product are pushed back as budgetary constraint become front of mind.
"We therefore wanted to produce a seed mixture that not only offered an environmentally and economically sustainable solution but also ensured that the design integrity of the landscape project was retained."
AberSustain contains the small leaved white clover, AberAce which British Seed Houses likes for its high stolon density which fixes nitrogen to help the sward feed itself, making it low maintenance. The company says its white clover root systems improve soil structure and can help to overcome problems of soil compaction.