Rusty launches Minions surf collection next month
Illumination Entertainment and NBCUniversal Brand Development are launching a Minions surf apparel collection next month with Australian surf brand Rusty.
The collection, called "Minions Lost in Paradise" is co-designed by street artist Buff Monster and surf lifestyle brand Rusty as well as the filmmakers who made the beach-loving Minions famous.
"Creating a lifestyle collection that captures the essence of the surfing culture and represents the pop culture of the Minions was exciting," said Gail Harrison, President of Marketing and Branding, Illumination Entertainment.
The collection includes young men's t-shirts, denim and board shorts. The women's styles include t-shirts, a midi dress, denim and swimwear, including a bikini and one-piece options.
"Our collaboration with renowned artist Buff Monster and Australian surf industry leader, Rusty, offers a fun theme to develop a capsule collection that stylistically pairs the beach lifestyle with the Minions," said David Swift, Creative Director, Illumination Entertainment.
The campaign will feature influencers including filmmakers Jay Alvarrez and Alexis Ren, as well as surfers including Rusty athlete Noa Deane.
The collection will be sold online exclusively in the US through Swell.com and to Australian consumers through Surfstitch.com starting in August.
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