Phat Kandi joins curated Japan-inspired line up as HMV marks 100 years with pop culture store launches

The British alternative fashion brand, Phat Kandi, has been selected as one of the chosen few independent labels to supply HMV as it marks its 100th year in retail with the launch of ten new pop culture stores across the UK.

The initiative will see HMV launch a raft of specially curated stores offering the latest in kawaii or Japanese pop culture inspired products, all of which will be supplied by independent and up and coming brands. Product collections will range from fashion and accessories to imported Japanese foods and more.

The running theme throughout the curated collection housed within these ten new locations will be the essence of pop culture today.

Established in 2019 by its creative director, Mel Williams, Phat Kandi has been developed a brand aimed at ‘bitter sweet misfits,’ an audience she describes as ‘the dreamers, the rule breakers, and the overlooked,’ as a place where they can ‘feel at home.’ With a love of  all things Japanese, and inspired by the fashion tribes of Harajuku, Mel created a brand combining her distinctive hand writing, illustrations and her fashion design experience.

“I’m super happy to be part of HMVs exciting new pop culture concept stores. We’re a perfect fit for their customers who want something alternative to the norm. Concept stores like this are well over due for the UK high street, consumers are screaming out for freshness, new offerings and up and coming brands which is what HMV are delivering,” said Mel.

“I’m looking forward to growing with the HMV tribe, as well as adding new categories to our fashion range.”

Phat Kandi have also landed two US stockists: Hot Topic, Dolls Kill, EMP ( Europe) as well as a licensee partnership across sportswear during what Williams has described as a “very exciting time for Phat Kandi.”

“Even through a pandemic we’ve managed to survive and grow, and we’re only just warming up. My vision for Phat Kandi is to become a global brand, the go to place for alternative products, then open our own concept stores in London, Japan and LA,” she continued. “I totally believe the vision will become a reality one day.”

The first HMV store under the new initiative is now open in Solihull offering Phat Kandi limited edition fashion pieces such as tees and bucket hats. Nine more concept stores will be opening across the UK each month from September.

Phat Kandi joins curated Japan-inspired line up as HMV marks 100 years with pop culture store launches

The British alternative fashion brand, Phat Kandi, has been selected as one of the chosen few independent labels to supply HMV as it marks its 100th year in retail with the launch of ten new pop culture stores across the UK.

The initiative will see HMV launch a raft of specially curated stores offering the latest in kawaii or Japanese pop culture inspired products, all of which will be supplied by independent and up and coming brands. Product collections will range from fashion and accessories to imported Japanese foods and more.

The running theme throughout the curated collection housed within these ten new locations will be the essence of pop culture today.

Established in 2019 by its creative director, Mel Williams, Phat Kandi has been developed a brand aimed at ‘bitter sweet misfits,’ an audience she describes as ‘the dreamers, the rule breakers, and the overlooked,’ as a place where they can ‘feel at home.’ With a love of  all things Japanese, and inspired by the fashion tribes of Harajuku, Mel created a brand combining her distinctive hand writing, illustrations and her fashion design experience.

“I’m super happy to be part of HMVs exciting new pop culture concept stores. We’re a perfect fit for their customers who want something alternative to the norm. Concept stores like this are well over due for the UK high street, consumers are screaming out for freshness, new offerings and up and coming brands which is what HMV are delivering,” said Mel.

“I’m looking forward to growing with the HMV tribe, as well as adding new categories to our fashion range.”

Phat Kandi have also landed two US stockists: Hot Topic, Dolls Kill, EMP ( Europe) as well as a licensee partnership across sportswear during what Williams has described as a “very exciting time for Phat Kandi.”

“Even through a pandemic we’ve managed to survive and grow, and we’re only just warming up. My vision for Phat Kandi is to become a global brand, the go to place for alternative products, then open our own concept stores in London, Japan and LA,” she continued. “I totally believe the vision will become a reality one day.”

The first HMV store under the new initiative is now open in Solihull offering Phat Kandi limited edition fashion pieces such as tees and bucket hats. Nine more concept stores will be opening across the UK each month from September.

Phat Kandi taps Active Merchandising for German, Swiss, and Austrian market and secures EMP

Phat Kandi has tapped the German licensing agency, Active Merchandising to represent its brand across the German, Swiss, and Austrian territory, while also securing a new direct to retail partnership with the European brand, EMP.

Led by Anita van Esch, EMP has been signed on for Europe with a DTR for apparel and accessories, cross-branding Phat Kandi with its own label Black Blood by Gothicana, and introducing a collection of t-shirts, sweatshirts, hoodies, leggings, skirts, dresses, shoes, mugs, bottles, towels, and more.

“We are thrilled to enter into this partnership with EMP,” said Anita van Esch, owner of Active Merchandising. “Phat Kandi perfectly matches the consumer profile of EMP and we are keen to develop a cool collection of trendy products.”

Active Merchandising currently represents brands such as Molang, Chefclub, The Gruffalo, and more.

“Active Merchandising and Anita are a spot-on addition for our brand,” added Mel Williams, creative director of Kandi Co Creations. “With Anita’s background, expertise and the enthusiasm between us, we feel very confident to enter the market. We can’t wait to build out our network here! And what a way to kick off with EMP already signed on.”

Ludger Bußmann, Teamlead License Management at EMP, added: “Black Blood by Gothicana combines gloomy and occult designs and symbols with trendy fashion garments. A dark statement: provocative, flashy and anything but adapted. We are beyond excited to work with Mel Williams directly on a capsule collection uniting Phat Kandi with Black Blood by Gothicana.”

Phat Kandi is a bold statement brand with a Japanese, edgy twist and lends itself perfectly across consumer products in categories such as fashion, personal care, stationary, and digital.

Phat Kandi makes licensing move for Spain and Portugal with Mondo TV

The hit character and lifestyle brand, Phat Kandi, is making its way to the Spanish and Portuguese licensing space thanks to a new partnership with the European content specialist and third-party licensing company, Mondo TV.

A diverse brand that champions individuality, Phat Kandi has found success in the fashion market and is now looking to replicate that across a wider licensing arena. Its output already includes t-shirts, leggings and hoodies, each illustrated in the brand’s unusual design style.

Described as a bold statement brand with an edgy, Japanese twist, Phat Kandi suggests that its style lends itself to consumer products in categories such as fashion, personal care, stationery and digital. Mondo TV will look to take the brand into these categories as it works to secure partners across Spain and Portugal.

Created by the fashion designer and digital artist, Mel Williams, Phat Kandi is aimed at all consumers regardless of age, gender or social backgrounds.

Meanwhile, the appointment for the Phat Kandi brand is the latest addition to a growing list of prestigious third-party representations for Mondo, which also includes the international hit brands The Gruffalo and Feisty Pets.

Julia Gutiérrez, licensing manager, Mondo TV for Iberia, said: “We are very excited about this collaboration with Phat Kandi. We needed an iconic and lifestyle brand in our portfolio – and this is just what we were looking for.

“We are confident that the market will respond with the same enthusiasm. We can’t wait to bring Phat Kandi and its amazing creative assets to consumer products in Iberia.”

Mel Williams, creative director at Phat Kandi, added: “We are delighted to have Mondo TV represent Phat Kandi across the Iberia Region. The Mondo team are hands-on, which we’re thrilled about, and very enthusiastic about Phat Kandi – which we love.”

Licensing Link Europe scores Phat Kandi for the UK and Eire

Licensing Link Europe is continuing to build its portfolio, this time with the addition of the popular, bittersweet character brand, Phat Kandi, an IP that is inspired by ‘rule breakers and misfits.’

The partnership will see Licensing Link Europe manage the brand’s licensing opportunities across the UK and Eire. The team joins a wider network of licensing agents for the brand which already includes EASIA’s Empire Multimedia corp and Italy’s Brand Licensing Studio Di Ambra Farioli.

Licensing Link Europe currently represents brands such as Molang, Build a Bear Workshop, The Van Gogh Museum, and Pantone within its portfolio.

“Chris and I are both flattered and really excited to be working with such an enthusiastic and proactive licensor,” said Ian Wickham, director at the agency.  “The brand DNA, the handwriting and delivery are going to make for a strong lifestyle statement at a time when individuality is very much embraced.”

Phat Kandi has been described as a bold statement brand with a Japanese, edgy twist that lends itself to consumer products in categories such as fashion, personal care, stationery, and digital campaigns