During the summer of 1983, families flocked to theaters for an epic adventure in a galaxy far, far away. But, as Luke Skywalker once mentioned upon visiting Jedi Master Yoda in the Dagobah system, there was something “familiar” about the scenery this time around. From the flowing sand dunes of Tatooine to the lush foliage and towering redwood trees on the forest moon of Endor, Star Wars: Return of the Jedi embraced Earthly organics that served as a backdrop for a showdown between the Rebel Alliance and the Galactic Empire. As the final, joyous “Yub nub” closed out the Ewok celebration and brought the original Star Wars trilogy to an end, the seeds of lifelong fandom sprouted roots that have only become stronger with age.
The cross-generational reach of Star Wars fandom is immense, and that presents an opportunity to embrace and showcase a love for the franchise in new ways. That’s where Heroes & Villains, a division of Bioworld Merchandising, excels in creating elevated, licensed apparel and accessories for the true fans that expect something beyond the norm.
“We are focused on a timeless approach to design so that each piece is as relevant now as it will be in the future or would have been in the past,” explains Doug Johnson, creative director/brand manager, at Heroes & Villains. “We strive to tell the stories through our product development and participate in the expansion of the universes we are immersed in, allowing fans to live within the storyline daily.”
Retro Rebels
Timed with Comic-Con International: San Diego (SDCC), Heroes & Villains taps into the Endor vibes in a way that throws tentacles to other locations throughout the galaxy like the all-powerful Sarlacc.
“The newest collection debuting at SDCC this year is a fun one,” Johnson says. “With this year being the 40-year celebration of Return of the Jedi, we found it fitting to focus our efforts on telling that story in a fun, unique way. We wanted to offer the fans a chance to explore the many different locations that are so iconic in the film. With SDCC basically being a summer camp for grown adults, we thought it would be fun to build a line of products centered around a retro camp look and feel.”
Heroes & Villains’ new drop features textures and colors that recall iconic locales like the dusty sands of Tatooine and the mossy greens of the Ewok Village. Each piece, including the Endor Forest Moon Crew Neck, Return of the Jedi Weekender Bag and Mini Backpack, and Tatooine Crew Neck include Star Wars-themed patches and badges inspired by the ones that kids earn at camp. From Jedi Training Completion to the Galactic Outlaw Bounty Badge, fans can literally wear their “What if?” achievements on their sleeves. And, for travel-minded adventurers, Jabba’s Palace, the Dune Sea, and the swamps of Dagobah each have a patch.
In addition to its Return of the Jedi-inspired summer camp collection, Heroes & Villains will release what it’s calling “an elevated line” of Star Wars hoodies that will be available at SDCC and online, while supplies last.
A Look Inside the Hyperdrive
What does it mean to create “elevated” products that fully embrace fandom? According to Johnson, Star Wars, specifically, offers unique opportunities to dive deep into decades worth of lore to create products that become experiences — especially when tied to a specific event or theme.
“[The process] begins with research. Star Wars fans are very well-versed and have an incredible understanding of the story,” he explains. “We have to be accurate and educated above all. This is the easy part because our team is [made up] of true fans that know the ins and out and are always excited to learn more. After the research, we then begin curating the art and iconography that relates to the subject matter.”
Johnson says that the design team at Heroes & Villains takes exceptional care in determining the materials and art application techniques for each of its products. Because the needs can be different when designing pieces such as sweatshirts or hoodies versus a backpack, purse, or other form factor, everything requires detailed planning.
“Identifying the fabrics, the colors, the hardware finish … these are all things that need to be hashed out in the beginning,” he says. “Once we have the groundwork set, the actual designing of the items goes pretty smoothly. We always ask ourselves if the character or subject we are focused on would approve of our design. If the answer is ‘no,’ then we can’t do it.”
The Fashion of Fandom: Evolved
Over the past decade, fandom-based fashion has grown to allow those passionate about a property like Star Wars to make a significant statement that’s lightyears ahead of a simple logo on a T-shirt. Working in close collaboration with partners like Lucasfilm, Heroes & Villains continues to create new ways for fans to express themselves.
“Authenticity, immersion, and insight fuel our culture of innovation,” says Jason Mayes, Bioworld’s senior director, marketing, intellectual property. “It is what drives us to continue re-imagining and reshaping the brand merchandising landscape.”
In Star Wars terms, you could say that Bioworld is the Kyber Crystal of the Heroes & Villains lightsaber, glowing with power to create a pioneering force within pop culture.
“Our priority is creating richer connections between the fans and the things they love,” Mayes explains. “It goes beyond merch — beyond commerce. We help cultivate self-expression. Innovation and consumer engagement fuel everything we do. No one translates brands onto product like Bioworld.”
Flaunt your fandom and check out heroesvillains.com for your latest fandom-fueled fit!
BONUS: CAN’T MAKE IT TO SDCC? STAY TUNED FOR A GIVEAWAY!
Check out thepopinsider on Instagram beginning Monday, July 24 for your chance to win items from Heroes & Villains’ SDCC Star Wars Camp Collection!
A version of this article was originally published in issue No. 17 of The Pop Insider. Click here to read the full issue!
