SpongeBob Gold At LFW

To kick off a year-long SpongeBob Gold international campaign, Nickelodeon & Viacom Consumer Products (NVCP) has unveiled the SpongeBob Gold fashion collection at London Fashion Week.


An innovative collaboration with six international designers – Peter Jensen, Bobby Abley, Salar, Maria Francesca Pepe, Suecomma Bonnie and Bad Denim – the SpongeBob Gold fashion collection features clothing for men and women as well as footwear, accessories and jewelry. SpongeBob Gold will be available at retail exclusively outside of the U.S. from May 2017, with retail partnerships to be announced in the coming weeks.

“SpongeBob is a design icon,” said Charlotte Castillo, SVP of brand management and creative for Nickelodeon and Viacom Consumer Products (NVCP).


“The show’s art and lovable characters have been interpreted by designers into consumer products around the world, and we’re thrilled to have these six SpongeBob Gold fashion collection designers put their own spin on this global icon. What makes this collection special is the way each designer has incorporated SpongeBob into their own trademark style. By bringing SpongeBob into their world and incorporating the element of gold, our collaborators have created beautiful items unlike anything we have seen before.”


Inspired by Nickelodeon’s incurably optimistic and earnest sea sponge, SpongeBob SquarePants, the SpongeBob Gold collection features classic SpongeBob iconography embellished with a golden twist. Featuring 27 items, the collection includes exclusive designs from some of the biggest names in fashion, such as unisex sweatshirts by Peter Jensen, t-shirts by Bobby Abley, vintage embroidered pieces by Bad Denim, patchwork sneakers by Suecomma Bonnie, stand-out accessories by Salar and charm-adorned jewelry by Maria Francesca Pepe. The new designer collaborations form part of the year-long SpongeBob SquarePants Gold international campaign from Nickelodeon. Across the next 12 months, Nickelodeon will celebrate everything that makes SpongeBob one of the most iconic animated characters in the world: his humour, optimism and heart of gold. The campaign will include activations on-air, online, and on social media as well as additional product and retail launches.


Designer's Bio:


Bad Denim

Erin Fridja opened Bad Denim in Clapton, East London, in May 2014 to offer denim and only denim.

The store is a revelation; surprising and delighting with Erin’s denim finds from around the world, including the best selection of vintage denim in London, a curated edit of the best denim brands on the planet and limited edition collections of customised vintage denim.


Vintage Levi, Wrangler and Lee jeans are designed and reworked by hand in London with embellishment. embroidery and applique.


“When approached to design SpongeBob-inspired jeans, everything else fell to the back of the queue. SpongeBob is a yellow square of positivity and optimism and I knew instantly that I wanted to incorporate my favourite part of the show’s theme song - ‘He lives in a pineapple under the sea’ into my designs.” Erin Fridja


(Bad Denim Sketch)



Bobby Abley

Bobby Abley is known for his unique charm, wit and humour - blending nostalgic and playful imagery with a contemporary menswear design.


Launching his namesake label in 2012 and receiving a place on the prestigious MAN catwalk for the inaugural London Collections: Men, Bobby Abley is one of the breakthrough menswear names of recent years.


Now part of the NEWGEN platform from the London design studio, Bobby Abley has taken the international markets by storm and is available exclusively through the world’s leading retailers. Firmly established and instantly recognisable, the unstoppable momentum of the Bobby Abley brand continues.


“It is such an honour to work with a lifelong hero of mine, the one and only SpongeBob, as I say, I’m excited my Bear and SpongeBob are finally meeting. I’ll SpongeBob your SquarePants!" Bobby Abley



Maria Francesca Pepe