Miffy, the world-famous rabbit created by Dutch artist Dick Bruna, welcomes the new season of fashion with an exciting update. Miffy is partnering with legendary pop culture-inspired clothing brand Dumbgood for the first time. The new collection is available at Dumbgood|Miffy for Miffy fans in the US.
Born out of the beloved bedtime story tradition of Bruna and her son, Miffy has remained a favorite children's character for 68 years with her positivity, adventurous personality and innocence. Dumbgood fuses his '90s and 2000s nostalgia with iconic pop culture brands to create apparel collections that are new and relevant for today's streetwear customers. The collaboration focuses on insider details and cultural references for viewers who love reliving their childhood memories in style.
“Miffy is an exciting addition to the Miffy brand,” said Jackie DeMaio, senior licensing director at Joestar Loria Group, the North American licensing agent for the Miffy brand. “This is a great opportunity for Miffy to engage with a new generation of fashion trendsetters.”
Despite her humble Dutch roots, Miffy has grown into a global sensation, with more than 85 million books sold in more than 50 languages and broadcast on 70 television stations around the world. In recent years, the rise of Gen Z on social media has allowed Miffy to publicly show love and appreciation from young people revisiting the joys of childhood.
“Dumgood and Miffy’s partnership comes at the perfect time to continue exploring the iconic characters and themes that helped shape the youth culture and quirky grunge aesthetic of the 90s and 00s. I think it perfectly captures the simple optimism and camaraderie that I miss,” says a representative from Damgood.
These partnerships were brokered by Joester Loria Group, the North American licensing agent for Mercis' MIFFY & FRIENDS brands.
Main product details:
- Play Everyday Charcoal T-Shirt, $42
- Oh Hey Charcoal Hoodie, $95
- Play Everyday charcoal sweatpants, $85
- Oh Hey Purple T-Shirt, $42
- Best Day Blue T-Shirt, $42
- Miffy pink crewneck sweatshirt, $75
- Miffy pink T-shirt, $36