Brand owner brokers deal for branded Generation-X clothing collection.
King Features has tapped L.A. streetwear brand Joyrich for an apparel range featuring Popeye.
The co-branded, ‘90s-themed line, labeled Generation-X, includes unisex jackets, sweaters, hoodies, sweatshirts, turtlenecks, rugby shirts and t-shirts, as well as accessories including socks, caps, totes, clutches and iPhone cases.
Joyrich’s Generation-X label launched in August.
In addition to Joyrich stores in the U.S. and Asia, the collection will appear in fashion retailers and e-stores including DJ Premium, 3NY, Moose (Canada), Harvye Nichols (Hong Kong), Cabinet Noir (Australia), Elite (Spain), DiVicenzo Boutique (Italy) and Blue Hawaii (China).
“With its bold, colorful retro video game graphics featuring our iconic characters, this wonderful Generation-X label from Joyrich is guaranteed to make a strong fashion statement for those who wear it,” says Cathleen Titus, vice president, international licensing, King Features.