By Allison Watkinson
TLL Reporter
Von Dutch has partnered with Popeye for a custom apparel collection in support of the ocean-cleanup organization, The SeaCleaners.
Von Dutch is a streetwear fashion brand that was created in the early 2000s, and is currently owned by the French company, La Groupe Royer.
“Ultimately, this collection is a blend of two cultural icons in both the fashion and the entertainment industry by creating pieces that are reminiscent of the comic legend,” said Olivier Mercier, CEO of Von Dutch LLC. “Collectively, Von Dutch and the creators of Popeye pushed the envelope and challenged the typical parameters of streetwear to present this nostalgic and philanthropic collection.”
The licensed collection includes unisex hoodies short-sleeve tees, crewnecks, trucker hats and jogger sets in Popeye-themed design patterns. Each of the brand’s logos are featured on the apparel along with illustrations inspired by Popeye comics.
Popeye the Sailor Man is a fictional character that was originally created by Elzie Crisler Segar in 1929. Since its initial creation, the Popeye brand has grown into an entertainment franchise that includes comic books, cartoons, video games, a live-action movie, licensed product collections, and more.
The Popeye IP is owned by King Features Syndicate, a unit of Hearst, and the brand has been working with The SeaCleaners organization since 2020.
“Popeye stands up for what’s right and defends those in need, so joining The SeaCleaners fight to save the ocean was a natural fit,’” said Carla Silva, VP/GM, Global Head of Licensing at King Features. “Partnering with an iconic fashion label like Von Dutch gives the cause greater visibility among style-savvy consumers who will be actively making our world better with each purchase—a portion of the proceeds goes back to The SeaCleaners.”
Created in 2016, The SeaCleaners organization acts for the long-term conservation of the oceans and the reduction of marine plastic pollution. The organization develops actions both at sea and on land.
“Fighting for a pollution-free ocean must mobilize all energies,” said Yvan Bourgnon, President & Founder of The SeaCleaners.
“Popeye and The SeaCleaners have been working together for two years to raise awareness for this cause,” added Bourgnon. “We are very grateful to Von Dutch for joining us. With this eco-designed collection, we are proud to partner with a pioneering brand that is leading the way for the fashion industry to develop new creation and production practices.”
The co-branded clothing line was crafted with organic fibers that have been produced in accordance with the Global Organic Textile Standard certification. The raw material used for the products in the collection has been produced with approval from the USDA National Organic Program.
The Von Dutch x Popeye Collection will be available for purchase starting Nov. 17 at specialty streetwear shops, select retailers, and the official Von Dutch e-commerce website.
The deal for the collection was negotiated by the French licensing agent, MJA Licensing, on behalf of King Features.