Popeye unites with Benetton

United Colours of Benetton rolls out limited-edition Popeye and Friends collection next February, and names the sailor man its special environmental ambassador

Written by Rhys Thomas

Posted 27.09.2019 | Apparel

Popeye unites with Benetton thumbnail

Benetton Group unveiled its Popeye x Benetton collection with a catwalk which opened the Milano Fashion Week.

The collection, created in collaboration with King Features, is set to launch February 2020 as part of the fashion brand’s spring/summer 2020 apparel range.

As well as appearing on the collection, Popeye has also been enlisted as Benetton's special environmental ‘green’ ambassador, putting his famous strength to work to protect the oceans.

“It's wonderful to be working with United Colors of Benetton Group and to have Popeye named as their special environmental ambassador," says King Features Vice President and General Manager, Global Head of Licensing, Carla Silva. “We're truly honored they have selected Popeye and to use his image and love of the seas to help raise awareness for a greener planet.”

The collection debuted on the catwalk to open Milano Fashion Week

The Popeye x Benetton collections are aimed at men, women, and children and bold graphics featuring Popeye and Friends on T-shirts, shirts, sweatshirts, dresses and a variety of accessories. Natural, non-toxic dyes and innovative, ecological materials will be used in the collection, developed in Benetton’s research laboratories.

"Environmental awareness, pop culture, sea/water/sailing, it was only natural for Benetton and creative director Jean-Charles de Castelbajac to select Popeye for Benetton’s worldwide spring/summer 2020 collection," says Grazia Bussandri of Premium Licensing, King Features’ agent in Italy which cut the deal with Benetton.

“The collection is colorful and fun and, at the same time, sensitizes to environmental awareness: from the oceans’ preservation to recycling prompts: all attributes and values that very much distinguish Popeye. What a wonderful opportunity to celebrate Popeye’s 90th birthday!”

The Popeye x Benetton Spring Summer 2020 Collection will be available in stores worldwide beginning February 2020.

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