Character Wear’s Phil King on design, the rise of K-pop and what he’d like to find at BLE

Phil, can you give us a bit of a refresher course on Character Wear in terms of your business, its focus and the brands you work with?
Character Wear is an apparel business focused on the entertainment, independent and gifting markets, working alongside an established toy and gifting wholesale business. We primarily look for adult-focused properties from TV and film, but we’re always on the lookout for quirky, edgy style brands.

Our portfolio ranges from Hatsune Miku and Naruto, to cult horror titles like Killer Klowns from Outer Space, through to classic heritage brands such as Dangermouse and Count Duckula… A truly eclectic mix.

We are now more than halfway through 2025 – how has the year been for Character Wear?
This year has seen strong growth and development for the business, though retail conditions remain challenging. The year began positively, but market uncertainty has returned, alongside ongoing cost pressures across the board.

You tend to specialise in fan driven brands and franchises. What makes a brand a good fit for Character Wear?
When reviewing new licenses or brands, we’re especially drawn to properties with a quirkier edge –whether nostalgic titles that evoke childhood memories or more daring, adult-oriented shows. From comedy cult hits to epic series like Game of Thrones… If it carries an adult appeal, we take notice.

How do you handle the design side of your business? How important is it to have access to good assets from rightsholders?
Design is central to success in licensing. Strong creative work can make all the difference in how a property performs at retail. For us, understanding what appeals to fans and ensuring this is reflected in the final product is key. That requires access to high-quality assets – having the right logos, characters and key visuals available and clear to use is essential.

What makes a good t-shirt design?
Sometimes the most effective designs are the simplest. A single catchphrase or iconic image can outperform more complex graphics. Fans want products that capture what they love most about a property – whether that’s a character, poster artwork or a defining element of the show. The best designers know their audience and create clear impactful visuals that resonate.

I know you target retail sectors like independents, gift retail and heritage outlets. Where do you see growth coming for you in retail?
In terms of retail trends, online continues to grow, with print-on-demand models gaining traction. As we expand, our focus remains on broadening our range of licenses and appealing to a wider mix of entertainment and gifting retailers. Keeping ranges fresh and relevant is critical to driving sales.

“Strong creative work can make all the difference in how a property performs at retail.”

You are working with Naruto and Hatsune Miku. Why do you think there is an appetite for Japanese brands in the UK at the moment.
The rise of Japanese anime and K-pop apparel has been driven by growing mainstream interest. What was once a niche fanbase has expanded significantly. Choosing the right properties in these categories can be challenging – there are so many to consider – so thorough research is essential.

You also work with brands such as Carrie, The Silence of the Lambs and The Amityville Horror. What are the challenges around designing t-shirts from the horror genre?
Classic horror properties bring their own challenges, particularly around character clearance rights. It often requires flexibility, as the most desirable asset may not always be available. In today’s climate, it’s also important to ensure designs avoid content that could be seen as offensive, which we take into account from the outset.

Thinking ahead to BLE. What’s on your wish list for the show? Are there specific genres of brand you would like to meet with?
BLE remains a great event to see what’s emerging in the industry. I always keep an open mind, and it would be exciting to see more YouTube-originated animated shorts represented at the show. That said, it also feels like the market is ready for the next big cultural phenomenon – something with the impact of Breaking Bad – to shake things up again.