By Allison Watkinson
TLL Reporter
Intimissimi Uomo has created a complete Spring/Summer 2022 collection inspired by King Features’ iconic characters Popeye the Sailor Man and Olive Oyl.
The licensed collection features a range of apparel including underwear, cropped pajamas, t-shirts, matching socks and swimwear. The designs incorporate Popeye’s trademark nautical style with retro-inspired prints and stylings influenced by the characters.
“Popeye has always been appreciated by men who relate to his masculine persona yet also enjoy his playfulness,” said Grazia Bussandri of Premium Licensing.
“This particular collection by Intimissimi Uomo has been very well conceived with refined retro graphics that will surely be appreciated by his fans. We are proud of this collaboration with Calzedonia Group. They are an important Group in International fashion, with strategically placed stores and great quality products.”
The Calzedonia Group is a collection of brands and products in the fashion category. For more than 30 years, the Group has grown in revenue in the international retail market.
In 2014, Calzedonia recognized the market for luxury men’s nightwear and created Intimissimi Uomo as an extension of the original Intimissimi nightwear and lingerie brand.
The Popeye products by Intimissimi Uomo are currently available at branded stores and on global e-commerce retailers. The launch of the licensed collection will be supported across social media with photos and videos. The Intimissimi Uomo Flagship stores will also create window displays for the Popeye collection to increase its exposure.
“The line is engaging and fresh and the sophisticated designs starring Popeye and Olive Oyl enrich the garments’ appeal among the style-savvy,” said Carla Silva, VP/GM, global head of licensing at King Features.
“We’re pleased to have Intimissimi Uomo on board to develop apparel that captures the brand’s essence and aligns with the long-term vision of the franchise. This impressive collection, supported by a strong marketing campaign and retail activations across multiple touchpoints, will surely give this collaboration great international attention and visibility.”
King Features is a producer and distributor of intellectual properties with a focus on character licensing and franchise development. Premium Licensing, King Features’ Italian agent, was responsible for brokering the Popeye licensing deal with Intimissimi Uomo.