Forever 21 and Kodak launch collaborative capsule collection

Kodak and Forever 21 have teamed up to create an apparel collection featuring logos and designs from the Kodak brand’s history.

The bright and vibrant apparel uses many of the original colors from Kodak branding and packaging from the 90’s and draws inspiration from the company’s days as a Nascar race team sponsor.

The Kodak and Forever 21 collection offers women’s t-shirts, crop tops, jackets and lounge wear; the men’s line includes tees, polos, pullovers and jerseys. Altogether, 26 items will be available in more than 600 stores globally.

Both Kodak and Forever 21 are enthusiastic about the collection which links back to the days when the Kodak logo was seen virtually everywhere.

“Kodak is such an iconic brand that so many people love and respect, and we were excited to bring our customers a fun and unique way to celebrate photography,” says Linda Chang, VP of marketing at Forever 21.

Kodak has been working on collaborations to drive brand awareness and advocacy with new audiences.

“Rather than be a fad or trend, we want to retain an aspirational product aimed at our core audience and those that they influence,” said Dany Atkins, chief brand officer at Kodak. “What could be better for a brand transformation than everyone wearing your logo on a t-shirt?”

The collection was produced with Hybrid Apparel, a Kodak Licensee who works closely with the company on brand licensing efforts in the apparel space.

“Kodak has always been synonymous with our life’s best memories, including past, present and even future aspirations,” said Bonnie Segall, EVP of new business development at Hybrid. “We were able to capture this by leveraging the current streetwear trend and creating a new ‘Kodak moment’ for a new generation of enthusiasts.”