New NINJAGO clothing range launches next week
Posted by Huw,
Here's the press release:
HYPE. launches iconic and colourful street wear collection inspired by LEGO NINJAGO
An apparel collection inspired by the world of LEGO NINJAGO entwined with a trending street wear approach and HYPE.’s loud and proud essence. Featuring a 28-piece collection of: tees, shirts, shorts, hoodies, joggers, jackets and bags. Available from JUSTHYPE.com from January 15th and via LEGO.com from January 14th.
In the 2020 LEGO NINJAGO TV series the ninja will for the first time enter a new realm; the Prime Empire. The urban, futuristic and colourful city, was the inspiration behind creating the first urban street wear collection with LEGO NINJAGO.
The collection illustrates exciting memorable moments and characters from the franchise’s hugely successful TV series and the fictional world of LEGO NINJAGO building sets, Japanese & Chinese myths and culture.
Boasting mesh panelling, embroidery, on-trend chunky taping, branded neck ribs and over-sized graphics. With a metallic look accentuating the prints and the use of metal D rings; emphasising the power of the LEGO NINJAGO spirit.
Featuring over-sized silhouettes in the LEGO NINJAGO iconic colour palette of yellow, deep red, and monochrome, with the placement of the secret LEGO NINJAGO language spelling out ‘JUST HYPE’ throughout the collection, each individual tee showcases prints of your all-time favourite LEGO NINJAGO characters.
It’s a collection to achieve and inspire greatness. “A Ninja never quits”.
This is a small selection of the collection:
ABOUT HYPE.:
Reality creates dreams, and dreams become reality.
Who would have thought, the words ‘Get Your Own’ inscribed onto a lighter combined with a simple script over a floral-printed tee would turn into a household name. Becoming an instantly-recognisable global brand.
HYPE. started off with a small office space in Leicester, rapidly taking over the whole building. Employees would grab a skateboard to get from unit to unit, dodging security, and taking photoshoots on the roof.
With the use of Social platforms, HYPE. made their mark in the fashion world. With global superstars such as Jay-Z, Cara Delevingne and Tom Hardy representing the brand.
Currently, HYPE. have two offices, one in the heart of Shoreditch, London, and the headquarters residing in a-then-abandoned warehouse. Transformed with the Trotters Independent Trading Co three-wheeler, The Hype and Hounds pub, a games area with Time Crisis 2 and interior and exterior graffiti.
The first batch of stock sold out within a matter of hours after winning a t-shirt printing competition on Facebook. The magic just keeps on happening, and HYPE. can now be found in over 175 UK stockists and 27 territories worldwide.
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58 comments on this article
Just checking whether it's April 1st yet...
Let's be positive.
They're very... iconic?
Uh...
Don't believe the hype.
Have you even lived unless you've walked around town in the dark blue shirt/shorts combo with the blue/red/yellow pattern on it?
Hype doing Lego I can understand. But Ninjago may be a bit too niche...
I mean, I actually don't hate the idea of a Hawaiian shirt with hidden ninjas. This may not be the precise implementation for me but hey.
I feel a bit confused here. Who’s the target audience for these products? I guess TFOL’s and younger AFOL’s, but I just can’t imagine those 2 cool looking dudes building with Lego.
The products look pretty good and it’s kind of refreshing to see TLG exploring new ventures. I just don’t feel the ‘click’ yet. I guess I’m too old and outside the target audience :)
I wonder how the products will be priced. Is it adults only? My 6yr old son would be in for this.
Back to my Sunday morning coffee. Have a nice day!
I might get one from my family for father's day? I'd love that!
Why couldn't they be into Ninjago? Cool adults aren't into Ninjago?
I used to only get Ninjago for my kids but Ninjago City/Docks/Gardens certainly changed that.
Not sure I'd wear this range myself but I think it's quite a daring attempt to do something different.
We were discussing who the target audience is at Brickset towers yesterday. Perhaps it's those who were 10 years old when Ninjago first came out, who are 20 now and still have a fondness for ninjas.
There is a kids range, but the emphasis seems to be more on the adult line.
I don't mind if Lego collaborates on non toy items, but having them catalogued individually at Brickset is just a waste of bandwidth IMO.
Why not Star Wars?
To be fair, we're now a time where a young adult could have grown up playing with Ninjago.
Not on their website yet.
I find all this brand stuff vaguely disquieting.
Is there data on how the Adidas collaboration is going?
I love being a walking billboard.
@Pekingduckman said:
"I don't mind if Lego collaborates on non toy items, but having them catalogued individually at Brickset is just a waste of bandwidth IMO."
I totally agree. The only reason the Adidas stuff has been added is because it appeared in LEGO's affiliate product feed so was added automatically. I wouldn't waste time or bytes adding it otherwise.
I guess the same will happen with the Hype stuff that's sold at LEGO.com.
I think my kids would wear the black sweattops with the Ninjago mini-figs, and use the swimming togs if we are ever allowed to go to the Med again. I also prefer the mini-fig silhouettes rather than just a Lego logo badge on a shop assistant t-shirt, and hope they expand into Star Wars and Harry Potter.
Please, please, please can we see a pic of those two guys wearing the neon shirt / shorts combo? I'd pay good money for that! :-)))
Honestly, I might, possibly, wear the yellow t-shirt, as it's fairly understated. Relatively-speaking. I'm definitely not the target audience though! ;-)
In the undying words of Roger Murtaugh:
I'm too old for this... hype
Some of these shirts (especially that third from the bottom) might look good on Tom Selleck's Thomas Magnum though... ;-)
@wsmit99 said:
"...I guess TFOL’s and younger AFOL’s, but I just can’t imagine those 2 cool looking dudes building with Lego..."
Maybe you need to leave that bubble that assumes those who collect and build LEGO have a specific "look"...?????
Just a thought.
I’m just not sure who the target customer is here. But then what do I know, I live in Primarni sleepwear! If this load of clobber was sold in primark I’m sure it would sell very well... at the right price.
Will we look back on 2020/21 and think ‘what were Lego thinking?’... or would there be more serious things to reflect back on?
The black t-shirt with the red ninja and white script isn’t too bad. I can see myself wearing that and I’m very far from having grown up with Ninjago - I’m more like Huw’s generation.
Well that's an easy pass for me. :)
I actually like some of these! I’ll definitely pick up at least one. :)
Really nice clothing. If I was slimmer, would definitely buy some.
They're stylish like any nice band/movie/superhero/tv series/sports team clothing out there. Only difference is the subject being Lego here. But well, who knows the motivations behind such negativity for Lego to be making clothing partnerships... (even though Lego sold clothing in the past already)
Can't say most of the designs are really tickling my interests, but the black one with the Ninjago font down the front is properly nice - with a designer label attached though, I dread to think what the prices are like...
I don't do streetwear, but some of these aren't that bad, except I do wish the "Hype" branding was much more subtle (as in, on the tag, and nowhere else). Unlike a lot of the Adidas items; I like the general design of these. It's just the branding of the "Hype" that ruins it for me.
@TypoCorrecto said:
" @wsmit99 said:
"...I guess TFOL’s and younger AFOL’s, but I just can’t imagine those 2 cool looking dudes building with Lego..."
Maybe you need to leave that bubble that assumes those who collect and build LEGO have a specific "look"...?????
Just a thought."
Please do not assume that I live in a bubble and think in stark contrasts...
I do feel that the majority of the target audience does in fact not look like those dudes and may therefore not be attracted by such promotional pictures.
@Huw please consider adding a Clothing news tag so that I can blacklist it from my home page
And again, it would seem that a LEGO partnership fails to acknowledge half the population. I don't see anything for women or girls there. Maybe once it's launched.
??????
I like these.
Nine-year-old me would have flipped out at this. Needless to say, I was rather obsessed with Ninjago.
@MeganL said:
"And again, it would seem that a LEGO partnership fails to acknowledge half the population. I don't see anything for women or girls there. Maybe once it's launched."
I must admit to not understanding this observation.
Sure, they use two male models in the picture, but the description doesn't mention who these clothes are for (well, other than for people younger than me!) so what stops them simply being unisex?
I’m sure these are targeted more to street wear afficianados who may have played with lego’s when they were younger and might serve as a way for them to reconnect to LEGO and perhaps even look at getting back into it. I only just back into it after decades and if I were in my twenties or even early thirties would definitely be interested.
Seriously, am I the only one who thinks the Game of Death inspired pieces are pretty sweet? Hell, even if you’re too young to have seen it have at least seen Kill Bill...
@bananaworld said:
"
@MeganL said:
"And again, it would seem that a LEGO partnership fails to acknowledge half the population. I don't see anything for women or girls there. Maybe once it's launched."
I must admit to not understanding this observation.
Sure, they use two male models in the picture, but the description doesn't mention who these clothes are for (well, other than for people younger than me!) so what stops them simply being unisex?
"
The observation is simply that female fans of LEGO exist, and female fans of NINJAGO exist and it would be helpful if that was acknowledged in partnerships. I'm hopeful that the full range of products released later this week will reflect that.
I'm liking the hoodie in the middle of the second row, and the t at the left of the third. I might have to snag some of these.
Hi Ma’am. So you say you haven’t heard from your husband for over 24 hours? What does he look like?
“He is 43, dad-bod and dressed in a wonderful blue yellow and red Ninjago shorts and shirt combo”.
HOW DO YOU DO FELLOW KIDS!?
Not my style, but they look cool. I'm sure it appeals to someone, but I agree it's very niche.
The "ABOUT HYPE" section reads like a parody on cool startups...
The design is interesting but I do wonder about the target audience for Ninjago clothing. I would have thought LEGO Star Wars or Harry Potter would have a bigger audience among people willing to spend sizable sums on designer clothing. Maybe licencing is too difficult for those?
@DavidBrick said:
" @MeganL said:
"And again, it would seem that a LEGO partnership fails to acknowledge half the population. I don't see anything for women or girls there. Maybe once it's launched."
Because woman / girls don't wear t-shirts? I've worn women's clothing before because the design was one on them and not the men's line. I just size up one, you just size down one."
Men's clothes don't fit the same. I don't always want a baggy t-shirt to wear. Having a fitted t-shirt is nice to have. A men's cut just doesn't wear the same as a fitted t-shirt that's designed for a more feminine figure.
Oh boy, I can't wait to see Jay-Z walking around sporting one of these shirts.
Well, I’m pleasantly surprised Nya got her own shirt/backpack fabric design; I was half-expecting her to be relegated to appearing only on the shirt with the whole team on it.
The funniest thing for me was that there apparently is a clothing company called Hype that seems to be kind of well known I guess, yet I have never heard or seen anything even remotely connected to that stuff.
*crawls back under his rock*
;-)
@MeganL said:
"The observation is simply that female fans of LEGO exist, and female fans of NINJAGO exist and it would be helpful if that was acknowledged in partnerships. I'm hopeful that the full range of products released later this week will reflect that."
If what @Huw said is right and these are aimed at adults who grew up with Ninjago, it would make sense for Hype to focus on menswear. While I don’t doubt there are women who grew up with Ninjago, I’m guessing the vast majority of the theme’s fans in its first few years were boys then, so men now. The decision therefore was most likely not a sexist one, but a commercial one.
These designs are fun. I love that instead of just using stock art on T-shirts, there's a wide range of styles that wouldn't seem out of place if you saw it on an average day in the city. Like @Cody6268, I do think the prominent "HYPE" branding on them is a little irritating.
That said, it used to be so rare to see any sort of adult-sized Lego clothing, let alone something based on a specific theme instead of just "generic Lego". I'm glad to see that starting to change, even if as @MeganL points out, there's still room for improvement.
I don't get it.
Why, oh why! Stick to bricks already LEGO.
@theseasentinel said:
"Why, oh why! Stick to bricks already LEGO."
I don't think that would be very comfortable!!
@bananaworld said:
"
@MeganL said:
"And again, it would seem that a LEGO partnership fails to acknowledge half the population. I don't see anything for women or girls there. Maybe once it's launched."
I must admit to not understanding this observation.
Sure, they use two male models in the picture, but the description doesn't mention who these clothes are for (well, other than for people younger than me!) so what stops them simply being unisex?
"
Surely you have noticed by now that "unisex" means "for men", because for some people "neutral" means "masculine". (we have this recurring problem with French grammar).
Have you seen a lot of unisex dresses?
@wsmit99 said:
" @TypoCorrecto said:
" @wsmit99 said:
"...I guess TFOL’s and younger AFOL’s, but I just can’t imagine those 2 cool looking dudes building with Lego..."
Maybe you need to leave that bubble that assumes those who collect and build LEGO have a specific "look"...?????
Just a thought."
Please do not assume that I live in a bubble and think in stark contrasts...
I do feel that the majority of the target audience does in fact not look like those dudes and may therefore not be attracted by such promotional pictures."
The target audience is, surely, people who would wear these clothes. And these models are wearing the clothes. Or are you implying something else about their appearance is not indicative of being a fan of LEGO? Because the latter, I suggest, would be very concerning and disappointing to see on an inclusive website like Brickset.
Regardless, I think your 'feel[ings]' of what the target audience for these products are, are best be kept to yourself, unless you work for LEGO or HYPE. marketing. Instead, how about you just stick to what your opinion of the clothes is, and not your opinion of who is and who is/should not be considered/portrayed as a fan of LEGO.
I'm sure there must be a market for this, but I'm damned if I can work out what it is.
This kinda reminds me of the tack catalogs I used to get when I was into horses in my preteen years; and the one or two I still get, as I order non-horse stuff from them (as they carry a lot of farm supply stuff as well), so they still send me the catalog every few months. Two of the bigger tack retailers used some pretty high-tier commercial models; most of whom couldn't ride a horse. Still, a couple of them do have a policy where they don't choose models at all; instead, people that are in the fields they market to, and many of the men and women they chose were really photogenic and had excellent horsemanship skills. Just like this, I really wouldn't expect any of these companies to choose actual LEGO enthusiasts. But, it would be pretty cool if they did. Seriously, if LEGO's gonna do all these clothing lines, I would recommend that they do. Honestly, it would be a marketing move that might sell more of this stuff; with which a lot of LEGO enthusiasts seem to pan.
I'm not very photogenic, but I do have a model release on file; with the local community college. I did appear in some promotional materials 3-4 years back--a postcard that showed up in basically everyone's mailbox; and a video. So, I kinda do have modeling experience. And uh, most of the guys in my class (and me!) weren't that photogenic. But, uh, we knew what we were talking about. I was mostly with laid-off individuals taking a class Siemens and the college were teaching (mechatronics); and most of the guys had been in industry (mining and manufacturing) 25 years or more; some 40. The older guys helped me learn the troubleshooting parts; and I taught the personal computers class (since the person the college paid to teach it rarely ever showed up).
Is Hype really A household name & a instantly-recognisable brand Because I really don’t think so I’ve never heard of this brand before