Mobile Gaming Giant King Goes High Fashion - Geek.com

Last week mobile gaming’s definitive masters King announced they would be teaming up with Italian fashion powerhouse Moschino. The focus of the new line is King’s most popular property Candy Crush. Whether you like King’s games or not this is pretty impressive that a game you merely play on your phone has reached this level of prestige. The designs are, well…loud, as you would expect if you are familiar with the 30 plus-year-old clothing brand. Their ironic stylings have made them a global force, not unlike King.

“We couldn’t think of a better partner to transform Candy Crush into this fun and playful capsule collection that our players will have a chance to own and wear,” said Sebastian Knutsson, Chief Creative Officer at King.

The timing of this limited edition collection coincides with Candy Crush‘s five anniversary. Moschino is a company that prides itself on having a pulse on the cultural zeitgeist and intertwining with mobile gaming is certainly a way to keep that tradition alive. “As someone who is inspired by pop culture, it was only a matter of time till I’d play with the iconography of Candy Crush,” said Jeremy Scott, Creative Director for Moschino. And boy did he play with it!

The line will include a backpack (650 USD), phone case (70 USD), and swimwear for men and women (250 USD and 300 USD). All of these will be available only on Moschino.com and be produced in a limited run. Whether you like the designs or not this is a fascinating moment for the King in the bigger conversation of branding and worldwide recognition. The Crush products are on sale now!

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