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Global Brands makes streetwear with Lego, Ninjago, & Hype

Jan '21
Global Brands, a branded apparel, footwear, and accessories, and brand management company, has launched a new streetwear collection inspired by the world of Lego, Ninjago, and embodying Hype.’s loud and proud essence. The group designs, develops, and markets, products across a wide range of categories under a diverse array of owned and licensed brands.

The 28-piece collection for adults and kids includes long- and short-sleeved tees, shorts, hoodies, joggers, caps, and backpacks that illustrate exciting, memorable moments and characters from the hugely successful Lego Ninjago TV series, Global Brands said.

“We’ve been a long-term partner of Lego in Europe and when the team approached us with the opportunity to help bring this new collection to fruition, we knew immediately that it would really resonate with teen and adult Lego fans. We leveraged our manufacturing and sourcing strengths, as well as our technical expertise, to create this new collection that meets the Lego brand’s exceptionally high quality standards and reflects the spirit of Lego Ninjago,” Sye Austin, brand manager, licensing, Global Brands said in a press release.

The co-ordinated range features oversized silhouettes in the iconic Lego Ninjago colour palette with embellishments such as heavy embroidery, chunky taping, branded neck ribs, and oversized graphics. Throughout the collection, the secret Lego Ninjago language is used to spell out ‘Just Hype’, Global Brands said.

“The opportunity to create this never seen before Lego Ninjago collection with Hype., designed with a young adult audience in mind but available for kids and adults, would not have been possible without the production expertise and support of our long-term apparel partner, Global Brands. The Global Brands team worked extremely hard with their manufacturing base to bring the Lego X Hype. fashion-forward designs to life, ensuring the important brand details and quality reflected the Lego standards,” Nicola Daglish, EMEA licensing manager at Lego said.

Fibre2Fashion News Desk (GK)

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February 2021

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