Great work deserves to be seen. Great artists deserve to be paid.
Our story begins in 2015 as a small grassroots choir, responding to a gap in creative and social opportunities for people with a learning disability.
Around 1.5 million people in the UK have a learning disability, yet many still face barriers to employment, social connection and cultural opportunities. We wanted to create a place where people could make, belong and be taken seriously for what they contribute.
This New Ground grew into large-scale projects and weekly creative studios. Artists started exhibiting, performing, curating, leading, receiving commissions and eventually collaborating with brands.
We founded MWM to put a name to that work and take it further, onto products, into businesses and through brand collaborations, with artists recognised and properly paid.
50% of our profits go to the artists whose work we sell. The other 50% goes back into This New Ground, supporting the weekly creative programmes where artists keep making and developing.
MWM means Merch With Meaning. And that’s exactly what we want it to be.
10 years in the making
Nathalie and Lucy met studying Inclusive Arts Practice at the University of Brighton, bringing together backgrounds in performance, design and inclusive arts.
Over the past 10 years, they’ve shaped This New Ground into an established inclusive arts organisation working across London and Portsmouth.
MWM is founded on that experience. The artists lead the creativity; Nathalie and Lucy make sure everything around it works, connecting artists with brands, managing collaborations and creating the support for great work to happen.
MWM is a learning disability-led social enterprise, built for professional creative collaboration.
The big picture
Dive into This New Ground’s 2025/26 Annual Report to see more of the work, people and impact behind MWM.
Kelly’s story
Kelly used to work in one medium. Then she tried print, then textiles, then put her cat on a greeting card for Lush. Andre's famous now. So, quietly, is Kelly.
MWM is here to create more routes into paid creative work for artists with a learning disability. We connect great work with real opportunities, with fair pay, professional support and artist involvement built in from the start.
50% goes to the artist
When an artist’s work sells, 50% of the profit goes to them. We take care of everything behind the scenes, while the other 50% goes back into This New Ground’s supported studios.
Fully-supported, from start to finish
You work with the artist; we supporting the process from brief and creative development through to agreements, approvals and production.
Made with artists, not just their art
Our are credited, involved in how their work is used and get to see what it becomes. We support fair agreements and work to ensure every collaboration works well for everyone.
Artist dream team, 2 studios. Textiles, print, multimedia, imaginary tattoos. You name it.
