TLL Staff
The agency Born to License has announced the launch of Fira X Wear’s latest licensed apparel release, the My Hero Academia: Deku Collection.
The launch marks the newest phase of Fira’s ongoing partnership with the popular anime brand. The collection arrives as the anime series’ final season draws global audiences on Crunchyroll.
The new drop follows the earlier release of Fira X Wear’s ‘My Hero Academia U.A. Uniform Collection’ and is positioned as a character-driven extension inspired by the series’ protagonist, Izuku Midoriya, also known as Deku. According to the companies, the collection continues their campaign to merge anime fandom with contemporary streetwear.
Born to License said it supported Fira X Wear throughout the development process, including licensing communications with Crunchyroll, managing approvals, and guiding the collection from concept to launch.
“This collaboration is a powerful example of what happens when fandom, creativity, and authenticity come together,” said David Born, CEO of Born to License. “Jasmine has built something that speaks directly to anime fans who want more than just merchandise; they want fashion that reflects their identity and passion for their fandoms.”
Fira X Wear was founded by cosplayer and former video game concept artist Jasmine James, who is known professionally as CutiePieSensei. The brand focuses on translating elements of gaming and anime into fashion-forward apparel designed for everyday wear.
“I wanted to create pieces that truly feel like something Deku would wear; styles that channel what makes him a hero, but at the same time incorporating custom, high quality fabrics, embroidery, and zippers,” said Jasmine James, founder of Fira X Wear.
The three-piece Deku Collection includes a cropped jacket, hoodie and joggers, each featuring textures, materials and detailing inspired by the character’s costume and color palette. The company said the designs are intended to reflect themes of perseverance, identity and growth that are central to the series.
The Fira X Wear My Hero Academia: Deku Collection launched in December and is available exclusively through the brand’s direct-to-consumer website. Born to License said additional licensed fashion collections from Fira X Wear are planned for 2026.
Born to License provides licensing services for brands seeking to enter or expand within the licensing space, while Fira X Wear is an independent, Atlanta-based fashion brand focused on pop culture-inspired apparel.