Body Rags Clothing, Trau & Loevner, DTR and Swyft are on board to support the classic character’s re-imainged look.

GLOBAL–King Features has partnered with a variety of worldwide licensing partners to debut a new, grittier style guide for the animated character Popeye.

According to King Features, the new style takes Popeye’s “Strong to the Finish” to the next level with a grunge-inspired look that will be targeted toward a younger male demographic.

Licensees that have signed on to debut new merchandise for the character’s re-imagined look include Body Rags Clothing Co. and Trau & Loevner for t-shirt lines, which will be available in the U.S.; DTR for men’s sleepwear in Israel; and Swyft for a Popeye Strong to the Finish-themed keyboard, which will be available via the “TouchPal” app worldwide.

“Popeye is a lifestyle brand that embraces grit, strength, and a tough-guy attitude,” says Carla Silva, vice president and general manager, global head of licensing, King Features. “We are excited to see his new grungier style brought to life by our licensees for product lines that we know will help bring Popeye to new audiences.” 

More information regarding Popeye’s new style can be found on the recently launched website Popeye.com.