LEGO Ninjago | HYPE: new lifestyle collaboration in sight

Forward for a new collaboration between LEGO and a clothing brand: After LEVI'S and Adidas, it's the HYPE brand's turn to present a whole collection of clothes in the colors of the Ninjago range. On the program, t-shirts, sweatshirts, sweatpants, swimsuits and a few accessories like backpacks and a cap.

For those who do not know it, HYPE is a brand born in 2011 following a design competition won on facebook and which since then has successfully marketed its own creations as well as licensed products thanks to various various collaborations. : Disney, Jurassic Park, Call of Duty or The Simpsons.

The new LEGO Ninjago collection resulting from the collaboration between the two brands consists of 28 products for adults and children which will go on sale from January 14 on the official LEGO online store and from January 15 on the brand's website JUSTHYPE.co.uk.

To sell us the adult-streetwear-rebel-a-little-gangsta-but-not-too-too-much-side of the collection, LEGO and HYPE are going there with a marketing campaign that uses the visual codes of many others brands that operate in this niche: a few containers, cleverly studied lighting and mannequins with suitable postures do the trick and erase the childish side of the Ninjago universe thanks to a staging worthy of a Damso clip.

Some of the designs on offer that integrate the Ninjago universe in an almost subtle way seem "wearable" to me, but the tastes and colors are indisputable and it's up to everyone to judge. The mere presence of the HYPE logo on these garments will be enough anyway to motivate many potential customers accustomed to creative risk-taking and the brand's relatively reasonable pricing policy.

Anyway, I remember that this is perhaps the first time that I see a collab between LEGO and another brand that does not just surf on the combination of basic colors / studs / minifigs and which tries for some of the pieces in this new collection an integration a little more artistic and modern than usual. HYPE grabbed the Ninjago license, visually adapted it to current streetwear codes and in my opinion it's more successful and less crass than when adidas and LEVI's did the reverse a bit lazily.