We all know the Mickey Mouse as the friendly little black and white mouse with the unflattering red pants. Recently, Disney has decided to transform the traditional Mickey Mouse into a an urban brand. Disney has launched an urban brand called BLOC28 on November 12th. The brand’s target market are those who are into urban wear, which is obviously a change in Disney’s market appeal. BLOC28 features t-shirts, New Era caps and vinyl figures as well as bikes and guitars. The caps are sold in over 40 stores in the United States. Artist such as Chaz Bojorquez,Ewok and Mear One are a few of the artist that made the ‘so hood’ Mickey come to life. Mickey is portrayed as Zorro in many of the illustrations, the artwork is colorful and surreal with a mix of graffiti.
Disney has definitely stepped out the box. I compare the brand to LOT26, but the designs for BLOC28 are more intense and have a stronger urban feel. Although, the work is amazing, the urban market is a hard one to stay strong in. What may be hot today will not always be what is hot tomorrow. I must applaud Disney for taking a risk to appeal to a different audience. The brand has potential to be successful . As long as BLOC28 stays new and fresh their popularity among those who love street wear and adore skateboard fashion will grow.
picture taken from http://www.bloc28.com
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