Limited edition LEGO wear launched today on Snapchat

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View image at flickr

LEGO has teamed up with Snapchat to launch a limited edition adult-wear collection. The clothes are being sold via an augmented reality store exclusive to Snap that users can access through a Snapcode.

And, today, Snapchatters can visit a pop-up store in London that's completely empty except for a large snap code on a plinth.

No, I didn't understand any of that either so I asked my daughter Alice to explain and demonstrate. It's actually quite cool as you'll see after the break.


So... you fire up Snapchat and scan this code which applies a filter for an hour.

Then, as you move your phone around you'll see the inside of a store in AR, presumably matching the interior of the pop-up store at 55 Eastcastle Street, Fitzrovia, London, W1W 8EF, which is open today only (I believe)

View image at flickr

View image at flickr

View image at flickr

View image at flickr

You can buy sweatshirts, T-shirts and caps, all with a discreet embossed LEGO logo. You'll need deep pockets, though!

The online store at https://limited.legowear.com/ can only be accessed on mobile devices, it seems.

The garments, made by Kabooki, can be shipped to the UK, France and Germany.

View image at flickr

47 comments on this article

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By in United Kingdom,

"No, I didn't understand any of that either" You read my mind!

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By in United Kingdom,

Is there not just a Web address we can visit to buy stuff? I don't want to sign up for and download another social media app just to decide it's too expensive!

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By in Hungary,

What. The. Actual. Fork.

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By in United Kingdom,

*insert .gif of Ryan Reynolds saying 'But why?'*

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By in Australia,

That actually sounds really cool.

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By in United Kingdom,

Seems like a pointless gimmick to me. Also whats's the point in travelling to an actual store without being able to take the stuff away with you. Think i'm too old for this :D

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By in United States,

Really interesting, I would like to have one if it wasn't limited. There is a lot of possibilities of clothing aimed at the young adult market using the Lego brand and themes.

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By in Germany,

Eh, can't be bothered.

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By in United Kingdom,

As much as I like Lego, I don't believe in advertising companies or brands on my clothing.

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By in United Kingdom,

Turns out the store can be accessed without needing Snapchat but only on mobile devices, it seems: https://limited.legowear.com/ .

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By in United Kingdom,

Nice clothes, but £50 for a t-shirt! I'll pass....

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By in United Kingdom,

£65 for a jumper? Nope! xD

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By in United Kingdom,

Haha hahaha hahaha £50 for a t-shirt? Early April fools? :-P

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By in Austria,

Lego are you crazy? 59,95€ for a t-shirt?!

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By in Australia,

Yawn. Last gasp of Tryhard Snapchat before it goes bust. I wish there was a dislike button.

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By in United States,

Well this seems fitting... Limited Edition over priced clothing now.
I’m surprised they don’t have exclusive Brickheadz as a bonus.
They’d sell plenty of appropriately priced adult T shirts and Sweatshirts, but no, they’ve gotta be exclusive and limited.

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By in United Kingdom,

you were not kidding about needing deep pockets!

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By in United States,

Or just buy some t-shirts from Uniqlo for $10-15. Actual stores. Actual website. Actually makes sense.

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By in United States,

I'm very confused...

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By in Netherlands,

Limited edition is the 2018/2019 trend?

- Forma
- Brickheadz
- Chinese New Year
- Store Exclusive sets like "Bean there Donut That" for Target
- Bricktober
- Replacing a minifig suddenly in a late run of a Star Wars set

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By in Germany,

Going by their current ways there's no way in hell I would want to be seen in any kind of LEGO branded clothing. Would probably be either laughed at constantly or stoned by people hurtling BrickHeadz at me ;-)

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By in United States,

This is just targeted at hipsters that aren’t actually into LEGO and want to have a unique T-shirt. That’s a hard pass for me. I’ll put my money towards buying Ninjago city :)

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By in United Kingdom,

ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha

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By in United Kingdom,

Man this makes me feel old and disconnected with the Youff.

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By in Germany,

I don't know what y'all are on about; those price tags seem to be perfectly in line with Lego's usual pricing strategy. :)

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By in United States,

next thing you know 20$ sets be selling for 150$

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By in United Kingdom,

The price per piece ratio seems high

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By in United Kingdom,

Concept 10 out of 10 price well 1 out of 10 why does LEGO have to do this, make a decent promotion or set and then partner it with a horrid price tag

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By in United Kingdom,

Pretentious concept.
Boring t-shirt.
Ludicrous price.

Thanks but I've give this one a miss, Lego.

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By in United States,

So do you have to actually go to london to get the stuff?

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By in United States,

Might be cool if the augmented reality let you create the store in any room you went into. As is though, kidna seems like a bit of a hassle for such a simple product.

I was pretty much the only kid in high school that didn't have Snapchat so maybe my understanding of the app is flawed, but isn't it's only real function to take and edit pictures? Wouldn't it make more sense to partner with something like YouTube that actually has strong business capabilities, or create/license with a new app specifically for augmented shopping?

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By in United Kingdom,

Go to primark. They have Lego T-shirt’s for 6 quid. What a rip off. Just think of all the Lego you could buy for the same price as a T-shirt and jumper.

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By in United Kingdom,

@CommanderRaab: Not all of us do that type of thing, you know...
If LEGO has an ongoing business deal with Snapchat starting up, I'm disassociating myself from them.

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By in United States,

No U.S. delivery?! Man, that's a shame. I would have been in for a sweatshirt and T. :[

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By in United States,

A while back a coworker of mine came in wearing a Ramones t-shirt. I've known her for years so was kinda surprised by it. When I complimented and inquired she said she doesn't actually know any of their songs, just thought the shirt looked cool.

This is that.

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By in United States,

The vr may be interesting to see but not enough for me to bother jumping though the hoops.

Also, naked from the waist down mannequins seem an odd choice.

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By in United States,

We'll overpay for the bricks but not the clothes, sorry.

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By in United Kingdom,

I actually kinda like them. But yeah, not for that price I'm afraid.

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By in Canada,

So if you're a dinosaur like me who doesn't have a smart phone (nor do I want one) and isn't on social media (don't want to be) then I'm simply unable to obtain an item I may want? I'd love one of those shirts but after reading the comments, wouldn't pay that much for a T-shirt. Thank you to @David1985 who posted a link to a proper website carrying affordable clothes I can actually access and afford.

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By in United Kingdom,

Ah, such a shame! For half the advertised prices I'd be completely game...

As it stands, I reckon I'll continue saving for the UCS Y-wing...
Majorly hoping for a May the 4th discount!

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By in United Kingdom,

Get real.

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By in Switzerland,

Considering they are using the words ``"adult" and "snapchat" in the same sentence, this advertising company obviously didn't do their research and havn't got a clue what they are doing!

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By in United States,

Another swing and a miss from lego. So many misses lately. Ugh.

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By in United Kingdom,

Seems a bit conflicting to have a range of clothes aimed at adults, with technology and terminology aimed at much younger people. I’m in my 20’s and even I rolled my eyes, and struggled to understand! Very poor marketing.

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By in Norway,

Wierd thing.

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By in United States,

First, I don't think either of LEGO's main markets use it care about Snapchat (I'm in my early 30s, don't care about it). Second, virtual or enhanced reality is still far away to be seen as something other than a gimmick. Third, and last, I already buy expensive stuff from LEGO, I am not interested in spending $65 on a t-shirt, even if it looks cool. No rant, but come on, LEGO!

Edit: LEGO's main markets IMO are kids and adults, not teenagers or people in their 20s, which seem to be Snapchat's main demographic.

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