TOTAL LICENSING
Spotlight on the
NORDICS
Total Licensing takes a look at some of the key players in the Nordics market
50
Plus Licens report increasing activity for Peanuts. Dedicated, the sustainable clothing brand from Sweden will bow a Peanuts collection in Spring/ Summer. The purpose-driven company has been fighting the good fight since 2006; producing ethically and responsibly and using their voice to push for sustainable development in the clothing sector – from cotton fields, to politics. The cotton is GOTS & Fairtrade certified and when it comes to polyester – they work with recycled plastic bottles. Pop culture is an important part of Dedicated’s identity, and the brand is always looking to spice up their collections in new innovative ways. For SS21
they are teaming up with an American classic, Peanuts. In 2020, the Peanuts comic strip celebrated 70 years since its first publication on October 2, 1950. The strip ran in thousands of newspapers worldwide and was read by millions – making it one of the most popular and influential comics in history! “There is so much common ground between Dedicated and Peanuts. Both are based on strong values of friendship, positivity, creativity as well as responsibility towards people and planet. In this time of uncertainty and rapid changes, it feels nice to reconnect with these familiar characters and soak up the good vibes,” commented Johan Graffner, CEO. On a different note, the Soulland meets Peanuts collection offers 12 styles ranging from 100% organic Tshirts, hoodies and crewneck sweatshirts to silk pieces. The selection of silk pieces with all-over print consists of a menswear short sleeve shirt with bowling collar and relaxed pants, while a transparent maxi dress and a fitted shirt in organza silk makes a strong
debut for the first Soulland womenswear collaboration. With the collection, Soulland celebrates the Peanuts comic strip’s 70th anniversary and focuses on some of Schulz’ hand-drawn vintage and classic artwork, assembled in a collage style. “I love Charles Schulz’ work! The ability of the art to remain relevant across generations and age groups really amazes me!” Silas Adler, Co-founder & Creative Director at Soulland. Adler continues, “Snoopy, Charlie Brown and the rest of the Peanuts gang are great characters for kids clothing and still hold relevance on the most luxurious garments. The focus of my work was to source exclusive materials like silk organza to create a grown-up and extravagant feeling, while still remaining humoristic and true to the Peanuts universe.“ Peanuts continues to be popular at H&M where the Snoopy and the gang have appeared for 25 consecutive years. There are Peanuts collections in most departments and 2020 saw six Peanuts marketing activations. Finally, from January to Summer
