Viacom18 Consumer Products, Papa Don’t Preach Launch Garfield Collection

Viacom18 Consumer Products, the licensing and merchandising arm of Viacom18, has announced its first collaboration with Papa Don't Preach, an Indian luxury couture label, with a limited-edition Garfield collection of garments and accessories.

Coinciding with the ginger cat’s 45th-anniversary, the exclusive limited-edition Garfield collection includes 24 pieces of women’s wear, six pieces of men’s wear, along with a line of bags, belts, caps and shoes. The products feature Garfield’s iconic expressions through unconventional prints, gold-plated buttons and studs and a golden medallion on the tote bag.

Fusing the charm and sassiness of Garfield with the vibrancy and rebellion of Papa Don’t Preach’s Indian-origin luxury designs, the new collection features structured silhouettes, rich cotton, rib-knit and signature ‘PAPA’ canvas, sans embellishments for simplicity and accessibility. The collection features rich Indian colors, prints and architectural elements like an Indian paisley motif, recalling the ’70s era.

“I did not want it to look gimmicky or like a cartoon character; I wanted his personality to stand out,” says Shubhika Sharma, founder, chief executive officer, Papa Don’t Preach. “I did not want it to look like merchandise or something that’s available in high-street stores. It had to look like luxury, a one-of-a-kind piece you wanted to own, a collectible. Garfield’s personality totally complements the Papa Don’t Preach universe. It’s feisty, rebellious, yet warm and lovable. He’s like the wise best friend you would want to have.”

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“At Viacom18 Consumer Products, we are all about innovation and new experiences,” says Sachin Puntambekar, head, Viacom18 Consumer Products. “We are excited to celebrate Garfield, a definitive pop-culture phenomenon, through this one-of-a-kind collection with Papa Don’t Preach. The collection’s fresh designs are bound to appeal to lovers of the orange cat.”

The licensed Garfield collection will be available across Papa Don’t Preach’s website and retail stores in Mumbai & Delhi.