Kohl's is going superhero with a new line inspired by Marvel's "Captain America: Civil War."


Kohl’s Corp. is about to see if superheroes equal super sales.

Today, the value priced chain and its Web site introduced a line of activewear inspired by the forthcoming “Captain American: Civil War.”

The capsule collection by Disney Consumer Products and Interactive Media and fangirl fashion company Her Universe features looks based on Black Widow, Iron Man and Captain America and will be tagged “Be A Hero.” The line has more than 30 pieces and includes tanks, sports bras and leggings.

The collection is aimed at teens and Millennial women and is part of a push by Marvel into women’s fashion. The company’s @StyledByMarvel on Instagram has garnered 275,000 followers over 18 months.

“Activewear is a huge trend with young women and a natural fit for the Marvel brand,” said Paul Gitter, senior vice president of licensing, Marvel at Disney Consumer Products and Interactive Media.

And Amy Kocourek, Kohl’s executive vice president of junior’s, children’s, accessories and jewelry said, “This first-ever line of athletic wear is highly relevant for teens and Millennials, and empowers fans to express their authentic selves.”

Superhero movies are making plenty of headlines lately. The widely panned, but so far commercially successful, “Batman v Superman: Dawn of Justice,” just opened on Friday, launching a DC-centric universe of superheroes competing with Marvel for super powered attention.

In fashion, the impact has been minimal, but others have gotten on the bandwagon to join in the fun.

Last month, Nick Graham also linked up with Marvel for superhero fashions also based on the new Captain American movie.

Graham is designing dress shirts, neckwear and sport shirts that subtly incorporate the characters into the patterns.

“Teaming up with Marvel is so cool,” Graham said at the time. “It is such a dynamic brand that has unparalleled reach around the world. We’re taking a fresh approach in men’s wear to the Marvel brand, and extending it in ways that haven’t been done before.”

In 2004, Thierry Mulger created a cast of imaginary comic book characters to accompany his fragrance business.

load comments
blog comments powered by Disqus