Popeye Is Flying HIGH In Latest Streetwear Collaboration
Brazilian skateboarding brand HIGH Company is bringing pop-culture icon Popeye to a new range of contemporary streetwear through the Popeye x HIGH collection, available now. The collaboration brings the classic character and his friends including Olive Oyl and Brutus, along with his iconic can of spinach, to a stylish men’s apparel collection featuring vibrant iconography.
Popeye, the iconic, spinach-eating sailor and clean ocean advocate, is owned by King Features Syndicate, a unit of Hearst and home to some of the world’s most popular entertainment characters. The deal was negotiated by Vertical Licensing, King’s local agent in Brazil.
The Popeye x HIGH collection features jackets, t-shirts, hats, sweatshirt, bags, and skate decks for men, with references to Popeye’s classic navy blue and white sailor uniform throughout. Creative for the line was shot in a ship in Rio de Janeiro, harkening back to Popeye and his adventures at sea. Following a sneak peek at the collection shared on HIGH Company’s social channels, the line is already generating buzz among fans and is anticipated to be in high demand.
“HIGH is one of the hottest streetwear brands in Brazil today and a great fit for Popeye who resonates in the streetwear space,” said Carla Silva, vice president and general manager, global head of licensing, King Features. “In recent years, we’ve been focused on channelling the youth-driven energy of collaborations like this one to reach new audiences. HIGH x Popeye is a perfect example of how a creative streetwear partnership can push Popeye in bold new directions that the fans love!”
The collection launched is supported by a wide range of marketing from the refacing of HIGH Company’s storefront with a Popeye graphic from the collection to instore displays, promotional videos and engaging posts across social media.