LEGO

“The combination of the quirky characters and the nostalgia of the show is the perfect fit for LEGO and when we saw the concept we just knew we had to make it,” said Federico Begher, VP of Global Marketing at The LEGO Group.

“As shoes represent very organic objects, made from flexible material, it was a fun challenge to translate this into the LEGO System in Play, which by nature is square and blocky,” said LEGO’s Florian Müller.

Each pair in the Bricks range features a TPU heel counter which emulates the texture of LEGO bricks.

Emily Jacobs, Head of Global Licensing at The LEGO Group, talks brand values, creativity and collaborations.

We caught up with HYPE. Co-Founder and Creative Director, Liam Green, to learn more about the design behind the range, and why licensing has helped elevate the fashion brand to new heights.