New Dumbgood x Miffy Streetwear Fashion Collection

Miffy, the bunny created by Dutch artist, Dick Bruna, enters the new season of fashion with an update: Miffy is partnering for the first time with clothing brand, Dumbgood.

Born of a bedtime story tradition between Bruna and his son, Miffy has been a child-favorite character for 68 years for her positivity, adventurous nature and innocence. Dumbgood blends ’90s-2000s nostalgia and pop-culture brands to create apparel collections that feel new and relevant for today’s streetwear customer. The collaborations focus on insider details and cultural references for an audience that loves to reminisce about childhood memories stylishly. 

“We are so excited to partner with Dumbgood, a favorite brand among the most fashionable Zillennials,” says Jackie DeMaio, senior licensing director, The Joester Loria Group, Miffy brand’s North American licensing agent. “This is a great chance for Miffy to engage with the new generation of fashion trendsetters.”

“Dumbgood’s partnership with Miffy comes at a perfect time as we continue to explore the iconic characters and themes that helped to shape youth culture and a whimsical grunge aesthetic in the ’90s-’00s,” says a representative from Dumbgood. “We think Miffy perfectly represents an uncomplicated optimism and friendship that we are all nostalgic for.”