Gift firm Paper Island is to collaborate with fashion designer Wayne Hemingway on the John Hinde Archive.
The John Hinde Studio was set up in 1956, with Hinde pioneering the use of colour photography during the 1960's and 1970's. Iconic London, rural Ireland and some of Britian's best loved seaside holiday destinations - as well as some far flung places - feature in his colour postcards.
The John Hinde Studio went on to beecome the world's most successful postcard company, with annual sales of over 50 million postcards.
"As a John Hinde collector himself it was obvious that Wayne's influence on the breathtaking London imagery would come through strongly in the licensee style guide that his team produced for us - in fact we were overwhelmed with what we received," said Allison Myers, licensing manager at Paper Island Licensing. "There is no doubt that the touch of a true fan has been part of this remarkable project."
Wayne Hemingway, MBE and co-founder of Hemingway Designs, added: "John Hinde's photography has always resonated with me. He had an eye expertly tuned in to what makes Britain great. His London collection picks out elements of a confident city and perhaps sums up London's iconic elements better than anyone ever has.
"The Hemingway Designs team have had a ball working with John Hinde's London photos."