Moschino with Mickey Rat to celebrate Chinese Year of the Rat

Easier done than said, this year to celebrate the Chinese Year of the Rat (it’s officially “rat”, not “mouse”) fashion and lifestyle brands wishing to jump on the staple event of the year have a couple of great opportunities to choose for their collaborations.

Etro uses Jerry, from Tom and Jerry Warner Bros franchise, Gucci reopens its collaboration with the most famous mouse at Disney, but Jeremy Scott, creative director of Moschino, dares the underground comics scene with Robert Armstrong’s Mickey Rat.

Don’t be confused by a close resemblance with the other Mickey: Mickey Rat was born in the early 70’s when Armstrong was selling some printed t-shirts featuring a rip off of Disney’s mouse. Similar but legally viable, Mickey Rat became then the protagonist of a series of underground comic strips, not hugely famous if not in the psychedelic underground L.A. subculture.

Until now, with Moschino giving Mickey Rat a global recognition.

About Paolo Lucci

Branding and licensing specialist, Brand Jam's founder and heartful promoter.