One thing that is beginning to become increasingly popular in fashion is collaborating and teaming up with other industries to unveil collections that can be worn in both a physical and digital setting. High-end collectible toy companies are quickly realizing and understanding the importance of joining forces with the fashion industry to create lasting pieces of clothing that can be worn in the online world as well as in real life. These companies understand that they can bring back iconic moments and memories from fashion, music, and overall culture that have helped shape our world in a progressive way. What better way to bridge the gap between music and fashion than by including digital and collectible toy figures that millions of people love and cherish?
Superplastic, home to the world’s first popular online universe, has teamed up with Tommy Hilfiger, one of the world’s most recognized premium lifestyle brands, to unveil a new collection that will help inspire and grab the attention of a whole new generation of consumers. Superplastic was created by artist Paul Budnitz, the creator of the world’s first massively popular animated character universe. They have grossed over 26 million followers across TikTok, YouTube and Instagram and are selling tens of millions of dollars in real and virtual products annually.
The collection teams up with Tommy Jeans and intends to highlight the iconic moments of ‘90s style by reworking each piece into today’s fashion climate. Each top features the iconic Tommy Flag logo as well as the Ghost Kidz emblem. Pieces from the capsule include a limited run of crewnecks, long-sleeve shirts, and tee shirts crafted from 50% organic cotton and 50% conventional cotton. The collection retails for $59.50-$119.00.
“The Tommy Hilfiger team is insanely amazing,” says Superplastic’s Ioana Banu, chief development officer. “They’re always pushing the envelope, so it’s no surprise they teamed up with Ghost Kidz and their wonderful music madness.”
This capsule comes after they collaborated last year on a virtual fashion show livestreamed on Roblox, which featured iconic Superplastic characters like Janky and Guggimon. The animated celebrities wore the Tommy x Richard Quinn collection, with the immersive show being nominated by the Webby Awards for “Best Partnership or Collaboration.” The synergy between Superplastic and Tommy Hilfiger has been shown in their newest collaborative moment, where animated characters of the digital Superplastic universe are being entirely incorporated into fashion campaigns paying homage to history, music, and culture.
This collection is celebrating 50 years of hip hop with their animated hip hop group named Ghost Kidz, starring Filth-E and Lil’ III, who are also dropping their third single, “Big Bag,” featuring rapper Armani Caesar in an included music video. In the video, Ghost Kidz can be seen wearing pieces from this collection with Tommy Jeans.
Images courtesy of Factory PR
Ghost Kidz made their debut this past July at the Rolling Loud Music Festival in Miami. The duo gained popular recognition after their surprising stage takeover, which included a performance that was completely improvised moments before headlining rapper Lil Uzi Vert appeared for his final set. It’s easy to understand why they would work with Tommy Hilfiger, as both companies understand the importance of growing their relevance, presence, and growth over the long term.
The capsule dropped on September 22nd and is available online at superplastic.co and the Superplastic Store in New York City at 15 Prince Street.
—Ryan Salfino
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