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Joyrich Launching Betty Boop-Inspired Collection

The Los Angeles-based streetwear specialist has teamed with King Features Syndicate, owner and manager of the Betty Boop brand, on the 19-piece line.

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BOOP-BOOP-A-DOOP: Can an octogenarian still be hip? If that octogenarian is Betty Boop, the answer might be yes. Los Angeles-based streetwear specialist Joyrich and King Features Syndicate, owner and manager of the Betty Boop brand, have teamed on a 19-piece Betty Boop-inspired collection priced from $60 to $250 with T-shirts, hoodies, jackets, dresses, bags, hats and more.

“We decided to pursue a collaboration with the iconic Betty Boop to further embrace the colorful and fun aesthetic of Joyrich with a vintage flare. We incorporated the classic cartoon character into new streetwear styles to create a blend of classic iconography with a modern fit,” said Joyrich creative director David Melgar. The collection will launch today in seven brick-and-mortar stores, including Patricia Field in New York and Wish in Atlanta, and two online retailers, Nasty Gal and Dolls Kill.

This story first appeared in the August 9, 2013 issue of WWD.  Subscribe Today.

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