Funko’s Loungefly Expands Into High-End Dresses to Capitalize on Passionate Fandoms

Toymaker's Loungefly fashion house debuts 3 lines with Disney, Coca-Cola and Barbie

Stitch Shoppe by Loungefly features size-inclusive clothing that pays homage to legendary characters like Minnie Mouse. Loungefly
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Funko, most famous for its Funko Pop! Dolls—which morph every geek icon ever into cherubic, Coraline-esque collectible figurines—is aiming to own the entire fandom lifestyle with the introduction of clothing lines.
To provide an offering for every fan, Funko and Loungefly, its accessories and clothing division, are branching out into high-end apparel for the first time with this summer’s launch of Stitch Shoppe and three size-inclusive collections with Disney, Coca-Cola and Barbie.
“The fandom lifestyle means that a person’s fandom goes way beyond watching the movie or reading the comic,” explained Liz DeSilva, vp of creative at Loungefly. “It reaches beyond to many aspects of their life, like who they hang out with, what they do with free time, how they decorate their home, what they wear and how they represent their fandom to the world.”
DeSilva also noted that the company wanted to ensure all of its customers would be able to wear the same cute pieces no matter their body type by making the dresses in sizes small to 4X.

“The goal was to create versatile pieces that are so comfortable a fan could wear them all day at Disneyland with Chucks and a denim jacket, and then change into heels in the car and switch to a date night look, all while representing their fandom,” she added.
While Funko already sells T-shirts featuring beloved Pop! figurines, Stitch Shoppe by Loungefly takes fan apparel to an entirely different level.

Both the Disney and Coca-Cola lines are heavily vintage-inspired and functional—most of the outfits have pockets and feature extra elastic and shirring in “all the right places” to make the clothes look and feel better, per DeSilva.

Since launching the Disney collection a few weeks ago (the Coca-Cola line doesn’t go for sale until July 17, and Barbie’s collaboration won’t leave the Dream House until the end of July), the Loungefly team has “read every DM and fan message, listened to every review and have extended the length on some silhouettes based on what fans want to wear,” DeSilva said.
Loungefly, which was acquired in 2017 by Funko, had already established a reputation of craftsmanship in fan accessories like wallets, purses and backpacks for specialty retailers like Shop Disney, Hot Topic and Box Lunch. These same retailers will now carry the three inaugural Stitch Shoppe apparel lines.
“Loungefly fans know to expect quality, unique art, hidden details and over-the-top embellishments from our accessories,” DeSilva said, “and now they can expect the same attention to detail and quality in our clothes.”
And there are already more fannish clothing lines in the works, from brands like Peanuts and Universal Monsters.


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@monicroqueta monica.zorrilla@adweek.com Mónica is a breaking news reporter at Adweek.