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The streetwear line of Lego clothing, which includes sweatshirts, t-shirts and caps, displays the Lego logo in an attenuated palette of gray, white and black. Lea Sandell, head of social media innovation, said in a statement sent to CNBC that she wanted to tap into "the sense of style and nostalgia" of the millennial generation.
"We are an innovative and fun brand, and we are exploring new digital channels and technologies," added Sandell.
Adult fans of Lego, or AFOL, are an important audience for the brand. In 2017, the TV show "Lego Masters" drew more than 2 million viewers per episode when it aired on Channel 4 of the UK. The Architecture range, which features famous buildings, is also popular with AFOL.
The new line of adult clothing will be produced by Kabooki under license from the Lego group. A Legowear children's clothing line has been available via Kabooki since 1993 and includes a mix of clothing, outdoor wear and accessories featuring bricks in various forms.
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