Benetton Group and King Features have unveiled the Popeye x Benetton collection with a catwalk that opened Milano Fashion week.
The collection is set to launch February 2020. It will be launched as a part of the spring/summer 2020 apparel collaboration featuring the cartoon sailorman.
In addition to Popeye being featured in United Colors of Benetton's pring/summer 2020 collection, the eco-friendly brand has also enlisted Popeye to serve as its environmental "green" ambassador. His image will be put on various apparel pieces aimed at helping support work to protect the oceans. Popeye's image will appear on t-shirts, dresses and sweatshirts in a variety of digital prints.
“It's wonderful to be working with United Colors of Benetton Group and to have Popeye named as their special environmental ambassador," says Carla Silva, vice president and general manager, global head of licensing, King Features. “We're truly honored they have selected Popeye and to use his image and love of the seas to help raise awareness for a greener planet.”
The clothing items come during Popeye’s 90th anniversary. To honor the milestone, Popeye has also been licensed for various licensing deals including a shaving line partnership.