New Dumbgood x Miffy Streetwear Fashion Collection

Bunny collaborates with streetwear label, Dumbgood, upgrading Gen Z and millennial wardrobes.

License Global

January 24, 2024

1 Min Read
Miffy Streetwear Fashion Collection, Dumbgood
Miffy Streetwear Fashion CollectionDumbgood

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.”

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like