By Sarah Sterling
Hila Klein was motivated to create her streetwear brand, Teddy Fresh, in 2017 when she noticed a lack of vibrancy, innovation, and childlike wonder in the fashion space. Since, she has been disrupting the industry and building a strong community through her bold designs that focus on nostalgia, imagination, and the eclectic. D23 sat down with the artist, podcast host, and mother of two as she prepared to launch Teddy Fresh’s first Disney licensed collection, Marvel x TF. Below, Klein discusses her creative design process, what Marvel means to her and her fanbase, and the magic of seeing Disneyland through her sons’ eyes.
D23: What was the process of creating this collection? When did you start and what standout moments did you experience along the way?
Hila Klein (HK): We work to a 12-month calendar, so we started work on the TF x Marvel collaboration back in June 2022. The Marvel back catalog is really extensive, so our first step was scouring through the Marvel archive and selecting characters and stories which really resonated with us and the rest of the Teddy Fresh team; there were definitely some office favorites we absolutely had to include! There were lots of discussions around who everybody’s top characters are and all the feelings of nostalgia they bring up. We selected a catalog that includes original vintage comic book scans and some of the most iconic artwork we felt would really resonate with the TF and Marvel audience. It was really hard to narrow down our choices!
We really wanted to experiment with some fun dye and print techniques in this collection. Receiving samples back from our suppliers is always one of the most exciting parts of the process, so seeing pieces like the half tie dyed, half dip-dyed Spider-Man hoodie come in and realize our vision was one of those moments that stands out in my mind. We’ve also introduced UV reactive pieces into this collection, which is the first time we’ve used this technique at Teddy Fresh. The pieces totally transform in sunlight, really bringing the characters to life and is such a cool novelty.
D23: Which characters, visuals, or iconography were you excited to include in this collection?
HK: Certain characters like Spider-Man are such comic cultural icons for so many generations of people that we knew we had to include them within pieces in the collection. Most people will have some memory of Spider-Man in his iconic costume and various guises in their childhood repertoire, be it from comic books, films, or television, and he encompasses a real feeling of nostalgia and classic good-guy energy. Spider-Man visuals are amongst the most colorful and playful in the Marvel universe and we have celebrated these in pieces such as our TF x Marvel Spiderman Comic Tee, which features two full scale comic prints on the front and back of the shirt.
We wanted there to be something in the collection that would appeal to each Marvel fan. Most of the styles are unisex, and we wanted to feature as many characters as we could within this capsule. So, alongside the super iconic Spider-Man, Hulk, and Wolverine, we also have styles featuring the darker—but just as beloved—Venom, Loki, and Doctor Strange. As a female-owned company with a majority female team, we really wanted to give some space to the female Marvel characters, so we have a few pieces featuring She-Hulk as well as Scarlet Witch.
D23: Do you have a favorite item in the collection?
HK: It’s so hard to choose, but some styles I can’t wait to wear are the Venom Slip Dress and the Marvel Hero Acid Wash Jacket. The Venom Slip Dress is a brand-new shape for Teddy Fresh and is digitally printed heavy satin; it is really versatile and will look so good layered over a tee with chunky boots. I love how bold the Venom art is on the front and the juxtaposition of this graphic on a traditionally feminine silhouette. The Marvel Hero Acid Wash Jacket has a really intense acid wash, giving it a vintage look and feel, and this works so well with the characters printed in one color. It features some of our favorite Marvel characters and has co-ord wide leg pants for a comic take on the Canadian tuxedo.
D23: What is it about Marvel stories and themes that inspire you?
HK: Marvel characters are complex and multidimensional with flaws and struggles just like us, which make them relatable and human, but the stories also take us to alternative universes and battles between good and evil, which open ups a world of imagination and gives much needed escapism from the mundanity of real life. The stories often reflect real-world issues and conflicts, allowing for commentary, discussion, and a real sense of community amongst fans, which is so important for Teddy Fresh and H3 [podcast] fans alike. They are compelling and thought-provoking and have the ability to inspire audiences of all ages and backgrounds.
D23: If you could design clothes for any Marvel hero, who would you want to work with?
HK: I would be interested in designing clothes for Venom, since it’s technically a symbiote that attaches to hosts. I think it’s really cool that Venom has the capability to evolve and change as it gains life experience and intelligence. Naturally, this would lend to a fun design challenge; as Venom changes over time, so would Venom’s style and perspective. Venom also has had such an interesting story arc, being introduced as a true villain and eventually evolving into an anti-hero with the occasional good intention, which is a duality I love. The dark aesthetic of Venom’s character has always had an allure to me as well and would be fun to try to design for, especially considering my natural inclination has always been towards bright and bold color palettes. It would be interesting to see if I could get Venom to wear some color, actually!
D23: While you have a talented team of artists, you often create designs on your own. How have you developed your personal art style and where do you find inspiration?
HK: I get inspiration from so many places but will often look to vintage children’s books and clothing when I start a project. I am constantly on the lookout for vintage children’s clothes, which have the most fun graphics and trims, and I’m always adding to my archive of these pieces. Often, I will sit with my sketch books and just see what comes naturally. This can start with a funny phrase or idea, which will then spark a whole direction of shapes, graphics, and illustrations. In the past I had more time to really get creative and spend lots of time on sketching and working through ideas, but as a mom and owner of a growing business, I now have to really carve out the time to work on my art and illustration so find that I approach it with a really focused mindset and direction.
D23: Is there a Marvel character you personally relate to?
HK: Shockingly, I think I relate the most to The Hulk. I may not have an uncontrollable rage as he does, but I have so much raw creative energy that it’s a little overwhelming at times. It feels like it takes over and becomes the only thing I can focus on until I can make the idea I have come to fruition. The uncontrollable urge and intrinsic need to create feels similar in that it’s a necessary part of my being, just as The Hulk is an integral part of Bruce, but trying to balance those two things can be a challenge despite it being inherent and unavoidable. Having Teddy Fresh as a creative outlet, along with such a talented team of people to help bring these ideas to fruition has been a great way to channel that energy into something tangible and fulfilling.
D23: Teddy Fresh has collaborated with huge partners, including Disney Legend Elton John! What would be your next dream collaboration with a Disney franchise?
HK: We generally gravitate towards franchises and themes that feel nostalgic, so I think it would be interesting to do a collaboration based on one of the older and more classic Disney movies: Fantasia. The various creative vignettes, colorful characters, and overall world-building within each short was always so dreamy and inspiring to me. Ideally, when we’re choosing a collaboration, we want to choose something that doesn’t just inspire a shirt design or two; we want to be inspired to create an entire expansive collection. Fantasia has so many incredible themes, color palettes, and characters to choose from and reimagine that I think it would be a really special and exciting collaboration.
D23: What Disney memories have you made with your family? Do you have a favorite Disney memory?
HK: Every year we take a full family trip to Disneyland! It’s become a tradition for us, and the best part is truly the entire family is engaged—from the youngest to the oldest members of our family. This year, [my son] Teddy actually gets to celebrate his birthday there, and it’ll be [my son] Bruce’s first time visiting Disneyland. So, though I have plenty of favorite Disney memories over the years, I have a feeling we’ll be making more favorite memories during this particular visit. Getting to see Disney through the eyes of my boys is a unique and heartwarming experience, so I’m really looking forward to this next visit.
The Marvel x TF collection is available now on Teddy Fresh. Marvel fans, don’t wait too long or these pieces will sell out before you have a chance to super-power your style!