Kontoor Brands-owned Lee takes a nostalgic look back at style from the early days of Dragon Ball Z.
The heritage brand launched a capsule collection last week featuring characters Goku and Z Warriors from the Japanese anime television series about good versus evil. Lee describes the collection as “an epic ode to late ’90s and Y2K culture” that pays homage to Dragon Ball Z as a “cultural phenomenon.”
The show aired for nine seasons from 1989 to 1996 and catapulted a franchise of toys and other merchandise. The series is enjoying a revival as younger generations discover it on streaming services.
“A generation of fans were introduced to anime through Dragon Ball Z in the ’90s, and that same generation grew up wearing Lee,” said Joe Broyles, Lee global vice president of collaborations. “This capsule takes a fun approach to blend authentic nostalgia with trend. We’re excited to introduce it to fans of yesterday and today.”
The collaboration launched in the U.S. and Europe. Each region has exclusive styles, but the collection focuses on relaxed and casual pieces with co-branded graphics.
While jeans are not part of the collection, Lee styles the Dragon Ball Z items with denim jackets, overalls and jeans in the collection’s campaign images.
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Men’s styles include a graphic camp shirt, two T-shirts and a short-sleeve hooded shirt. Pops of teal and orange are reminiscent of popular ’90s color ways. A graphic knit hooded dress is available for women. Unisex items include black-and-white drawstring shorts and graphic tees.
Fashion brands have tapped into Dragon Ball Z’s cult following before. In 2019, Dragon Ball Z collaborated with Naked & Famous on a four-piece collection of jeans with colors and embroideries that represent key characters from the series.
The collection retails for $35-$70 and is available on Lee.com, Lee.EU, and in Lee-owned stores in Europe and North Carolina. It will also be available in Lee’s stores in Asia.