PROJECT N:OW Brand Highlight: Dumbgood

JULY 24, 2019

Do things like Blockbuster Video, The Goosebumps Series and Nickelodeon bring up fond memories for you? They do for Justin Deanda and Amelia Mugbel, which is why they launched Dumbgood in 2017. A brand they describe as “the intersection of streetwear and pop culture. Dumbgood creates limited capsules inspired by Y2K youth nostalgia and the pop culture brands we grew up with.” 

A recent nod to this youth nostalgia can be seen in their recent capsule collaboration with Blockbuster Video. The collection comprised of T-shirts, sweatpants, hoodies, and bags; all of which are available on the brand’s website and IRL at their 3-day pop-up shop in Los Angeles. Explaining the inspiration behind the collaboration, they share that, “Blockbuster and local video stores were a big part of our childhood. We wanted to recreate that experience and bring some of our own point of view…everything we make is officially licensed and approved by the creators and IP holders. For us, it means a lot that the creators of these great brands see a portion of the profit.”  

Pieces in their collections retail from $34 to $150.  

Currently, the brand is only available on and at select retailers, but they’re excited to open up more points of distribution. “We work with amazing brands and pair each collection with creative marketing that speaks to their social context. We’re hoping to bring some of that to stores in the next year,” they explain.  

Dumbgood launches something new every week, so check them out at in the PROJECT N:OW neighborhood at PROJECT (booth 62430) this August 12-14th in Las Vegas. 


January 19-21, 2020

Sunday | Monday | Tuesday

Jacob Javits Convention Center, NYC