The line of Lego streetwear, which includes sweatshirts, t-shirts and caps, shows the Lego logo in a muted palette of grey, white and black. The company’s social media innovation lead Lea Sandell said in a statement emailed to CNBC that the company it wanted to tap into “the sense of style and nostalgia” of millennials.
“We’re an innovative, playful brand at heart and part of that is exploring new digital channels and technologies,” Sandell added.
Adult Fans of Lego, or AFOL, are an important audience for the brand. In 2017, TV show “Lego Masters” attracted more than 2 million viewers per episode when it aired on U.K.’s Channel 4, while the Architecture range featuring famous buildings is also popular with AFOL.
The new adult clothing line will be produced by Kabooki under license from the Lego Group. A children’s line of Legowear has been available via Kabooki since 1993 and includes a mix of clothes, outwear and accessories featuring the bricks in various forms.